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With End of Quarantine in Sight, Nescafé Crafts a ‘Good Morning’ Message to the World


New campaign aims to capture a sense of a new beginning


Nescafé has harnessed the spirit of optimism being felt by countries around the globe that are beginning to emerge out of quarantine, with the most restrictive lockdown measures being eased.


While the coronavirus crisis continues to ravage much of the world, many countries are starting to move toward emergence from months of quarantine. The instant coffee brand captures this sense of a new beginning with its latest ad, called “Good morning.”

Created by Publicis Worldwide’s Paris and Milan offices, the spot focuses on the role a morning cup of coffee plays in the ritual of waking up and welcoming the day, including greeting family and colleagues.

For many, drinking a cup of coffee and saying good morning to others is “a universal moment in our everyday lives,” the agency said in a statement about the campaign, and as it’s a greeting many have not been able to say with meaning since the crisis first hit, it’s something to celebrate as many of us prepare to transition to a new kind of normal.


Creative agency: Publicis Worldwide (Paris and Milan)

Global chief creative officer: Bruno Bertelli

Global creative director: Davide Boscacci

Executive creative director: Hugo Gallardo

Associate creative director/head of copy: Jen Smith

Associate creative director/art director: Gustavo Lacerda

General manager: Dennis DeYonker

Business director: Arnaud Tillon

Client service director: Prigent Guiganton

Senior strategic planner: Daniel Groh

Head of production: Francesca Zazzera

Production company: Prodigious Italy

Producer: Sanam Bartoletti

Music production: Yessian, Music Sound Design

Music artist: Bright Eyes

Song: First Day of My Life.

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