The Lavazza Paradise ads are recognised as one of the best loved campaigns in Italy and they represent an unprecedented success story as far as continuity, strategic structure and appreciation are concerned. Thanks to the values which inspire the stories and their distinctive friendliness and warmth Lavazza and its advertising has gained a special place with extremely strong emotional ties in the hearts of Italians.
In the latest episode which is dedicated to the capsule system A Modo Mio, Enrico Brignano and Tullio Solenghi come across a mysterious spacecraft in heaven. As they explore it, they are astonished to discover that there too you can enjoy Lavazza espresso. The ad was inspired by an extraordinary even which occurred in 2015: an espresso capsule machine which had been developed thanks to research by Argotec and Lavazza was sent to the International Space Station. Fully functioning in the extreme conditions of space, it allowed the astronauts to drink an authentic Italian espresso for the very first time in history even 400 km from Earth.