Nescafe’s Poignant Ode to Reused Coffee Jars Will Kick off Super Bowl in Canada

Last year, Nescafe’s global ad took us around the world to show how the world says coffee with over 5,500 cups of Nescafe enjoyed every single second. For its second instalment that will air during the Canadian broadcast of the Super Bowl, the world’s largest coffee brand is shedding light on what the world does with all those Nescafe jars.

While the Super Bowl remains the undisputed broadcast event in the US, a little known fact is that the Superbowl is also the single largest broadcasting event in Canada. Nearly 1 in 2 Canadians tuned in at some point for the game in 2022, making it an important enough event for big brands and marketers to pay special attention to when reaching broad audiences. Especially for a spot intended to appeal to Canada’s diverse and global audience.

In this beautifully poignant ad, shot all over the world by director Omri Cohen, we see real, raw and genuine moments of people reusing empty jars of coffee. The film takes us on a beautiful journey, everywhere from a nonna in her kitchen where the jar is used to store pasta, to the Dios Los Muertos altar, where the jar is used as a candle holder. We see the jar used in a workshop to store hardware, and in a fashion studio to store buttons. As a rain catcher in a monsoon and as a little kid’s dragonfly catcher in a garden. As the beautiful and minimal piano track plays on, we see it being used as a paintbrush holder, a piggy bank and so much more. We are left with an empty jar and a simple encouraging proposition - ‘Every empty jar is full of possibilities’.

“From the way we source our coffee to every step along the way, at Nescafe we are using our global scale to bring sustainable change for our planet. But the simple act of reusing our coffee jar is an action that people all over the world have already been doing for years and years” said Carm DaSilva, VP of Nestle Coffee Canada. “We really saw an opportunity to celebrate that as a way to inspire and share how people are creating possibilities with their jars.”

Created in partnership with Nescafe’s agency of record, Courage, the campaign also includes OOH with beautiful visuals of reused jars, as well as social ads that serve as simple instructions on how to peel off the labels, and a website that lets people create and print off new labels.

“This was one of those ideas that, frankly, was right under our noses this whole time”, said Joel Holtby, co-founder and CCO at Courage. “The thing that I love most about this one is how easy it is for people to see themselves in it. It evokes a real sense of intimate familiarity with something that is so universal.”

The campaign is slated to get a global release following Sunday’s big game.