Good coffee is a touch away in global Breville campaign via Emotive

Kitchen appliances brand Breville has released its first global campaign via Emotive, titled “Instant Mastery”.

In the 30-second spot, Breville appliances are depicted as the easiest avenue to create “all your coffee dreams” and “mastering every meal you make at home”. People are shown using Breville appliances in their respective kitchens to make coffee, dinner and smoothies.

Breville head of global brand strategy and advertising Noel Burchill said: “Breville’s ability to innovate kitchen appliances and services to solve real consumer problems is second to none. We wanted folks to understand this but more than that, we wanted them to feel it. Consumer research across our markets confirmed that all this innovation only mattered when people related it to the positive emotions they get – or seek – from cooking. We needed to give them the feeling of instant mastery that every Breville product offers.

“Together with Emotive we have created a single campaign, to be deployed internationally and across categories, that connects our product and service innovation with the emotional reward customers get from being able to achieve the perfect end result at home, whether that’s perfectly crispy air-fried hot chips or a silky-smooth latte.”

Emotive managing partner and head of strategy Michael Hogg added: “From an advertising point of view, it’s a gift to work with a brand that’s consistently creating the best products on the market. With every product designed and engineered in house, 817 active patents of invention, 535 active design patents and its products featured in the Museum of Applied Arts and Sciences, Breville was certainly holding up its end of the bargain. Our job was simply to get rid of all the complexity and make Breville synonymous with the one thing that links them all – the feeling of being a touch away from mastery.”

The campaign will be on film, digital and social running through 2022. As well as running in Australia, it will run in USA, UK, France and Germany.


Brand: Breville
Global Go-to-Market Officer: Clifford Torng
Head of Global Brand Strategy and Advertising: Noel Burchill
Global Brand Manager: Raymon So
Global Brand Manager: Mikael Besse
Photographer: Ray Clarke
Creative Agency: Emotive
CEO: Simon Joyce
Head of Strategy & Managing Partner: Michael Hogg
Creative Director: Ben Sampson & Chelsea Parks
Head of Design: Dan Mortensen
Art Director: Amanda Alegre
Business Director: Monika Vidovic
Executive Producer: Hayley-Ritz Pelling
Senior Producer: Savannah Anseline
Senior Producer: Michael Hollis
Head of Content Distribution: Rhian Mason
Editor: Kent Hau
Production Company: Revolver
Directing Collective: The Glue Society
Director: Paul Bruty
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Nicole Crozier
Director of Photography: Lachlan Milne
Production Designer: Michael Iacono
Casting: Citizen Jane Casting
Post Production Company: The Glue Society Studio
Offline Editor: Luke Crethar
Grade: Andrew Clarkson
VFX Post-Production: Fin Design & Effects
VFX Producer: Emily Newbould
VFX Supervisor: Michael Brown
Music & Audio Post: Rumble
Executive Producer: Michael Gie
Creative Director: Anthony Aston


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