Brad Pitt & Taika Waititi Turn the De’Longhi Espresso Routine Into a Brand Story

Quick listen: Brad Pitt and Taika Waititi transform De’Longhi’s espresso machine demo into a cinematic brand story.

Brad Pitt trades his usual screen roles for something a little quieter and more relaxing.

In De’Longhi’s latest campaign, he’s not chasing anything, just making coffee.

“The Perfetto Instruction for Use,” directed by Taika Waititi, takes a standard user manual and reimagines it as a short cinematic story.

With two Oscar winners at the helm, the result is a well-crafted narrative that feels intentional, polished, and easy to enjoy.

Italian actor Riccardo Scamarcio narrates the spot, guiding Pitt through a morning coffee ritual with a voiceover that’s part tutorial, part personality.

"This campaign let us lean into both the simplicity of our machines and the creativity of storytelling.

By framing instructions with humor and personality, we showed that making great coffee isn’t complicated. It’s enjoyable, approachable, and uniquely De’Longhi," Halie Savage, VP of Marketing for North America, told DesignRush.

Filmed in New Zealand, the backdrop gives each moment a sense of calm, letting the details of the routine naturally stand out.

A Cinematic Morning Routine

The campaign showcases De’Longhi’s one-touch machines, Rivelia and Eletta Explore, without needing to spell it all out.

Rivelia lets users swap beans with ease, while Eletta Explore offers more than 50 drink choices.

What could’ve been a simple product demo has become a short story about movement, sound, and rhythm.

This is also the first global campaign under De'Longhi's new agency partner LOLA MullenLowe.

The creative work adds a more relaxed tone to the brand, while still keeping the product front and center.

Rather than list specs, the film lets the experience speak, with steam, crema, and small decisions leading the narrative.

And of course, the "Fight Club" actor acts as the eye-catching facilitator who makes everything move. 

“Taika brought the humor, De’Longhi brought the ritual. Together, that was perfetto,” Pitt said in a statement.

It’s instructional and definitely branded, but it doesn’t push.

Our Take: How Do You Make Product Demos Actually Work?

I’ve seen a lot of campaigns try to dress up product demos with a story.

Most either bury the product or flatten the narrative, but I think this one doesn’t.

It finds a middle ground that feels smart, watchable, and clear about what it’s selling.

Here’s why it works:

• De'Longhi teaches without overexplaining. The machines are clearly featured, but the tone is light and easy to follow.
• Casting definitely adds character. Pitt and Scamarcio elevate the delivery, but don’t take over the message.
• The product still drives the story. From first frame to last, it’s clear what De’Longhi wants to say.

The balance between storytelling and usability is where many campaigns usually come up short. This one keeps both in play.

The campaign shows how De’Longhi rethought how a brand can guide, teach, and entertain at the same time.

With the right team behind the scenes and a clear focus on what matters most (the simplicity of using the product), it managed to make the most everyday part of the morning feel intentional.

This is how you turn routine into a brand story.

Meanwhile, Pitt recently starred in the box-office hit "F1," with Tommy Hilfiger launching its APXGP Collection in a whole campaign in partnership with the movie.

Product storytelling only works when function and emotion stay balanced.

\These creative agencies craft campaigns that teach while entertaining, without losing clarity.