Nescafé Casts Its Empty Jars as Unlikely Stars of Artful Ads

Toronto agency Courage continues its culturally-attuned efforts for Nescafé, following last year's global excursion with appealing work that focuses on the brand's glass jars instead of the instant coffee itself.

Emphasizing sustainability, a stylish :60 and OOH elements demonstrate that "Every empty jar is full of possibilities." Omri Cohen, who also directed Courage's previous outing for Nescafé, again presents frames brimming with evocative imagery. Srsly, this stuff looks fit for film festivals.

They're so sleek and useful, but won't overstay their welcome by a few hundred years. (Yes, in some markets Nescafé comes in plastic jars, but they're mainly glass in Canada.)

"Nescafé is a global brand that's synonymous with coffee," Courage founder and creative lead Dhaval Bhatt tells Muse. "While in North America people sometimes look down on instant coffee, Nescafé is the standard for great coffee the world over, and people have deep connections to the brand. We wanted to celebrate that familiarity in a beautiful way."

Mission accomplished—perhaps even transcended. The work weaves its brand proposition with artful panache that feels honest yet unexpected for the category.

"The last spot we did was all about the coffee," says Bhatt. "But a brand is more than the actual thing you sell. The Nescafé jar is a standard fixture in pantries across the world. It's one of those sleeping brand icons that's always been right under our noses, and it offered a great opportunity to drive an emotional connection."

"Frankly, the idea sprang from my mom—because no coffee jar that entered the Bhatt household ever left!"

The film will air in Canada during Sunday's Super Bowl with a broader release to follow.

AgencyCourage IncDhaval Bhatt - Founder + CCOJoel Holtby - Founder + CCOHemal Dhanjee - ACD, WriterSteve Ierullo- ACD, Art DirectorChris Booth - WriterMatt Miller - WriterTommy Yong - Art DirectorMarina Khouzam - DesignerNiki Sahni - Partner + PresidentSaloni Wadehra - Group Account Director Julia Ovcjak - Account ExecutiveTom Kenny - Partner + CSOClair Galea - Agency Producer

ProductionSpy FilmsOmri Cohen - DirectorMarcus Trulli - EP + LPAdam Richards - DPChris Strauser - ACMark Forlenza - Asst. ProducerAdrian Cheung - Asst. Producer

OfflineOutsider EditorialEditor Jars: Cam AndersonEditing Assistant Jars: Andy Friesen & Daniel Karan Executive Producer: Kristina AnzlingerSenior Producer: Kayan Choi

Transfer + OnlineAlter EgoSenior Colourist / Partner - Eric Whipp Colour Assistant - Malini Khotsiphom VFX Artist - Eric PerrellaVFX Assistant - Nupur DesaiMotion Designer - Ian FlaigProducer - Mariya GuzovaExecutive Producer - Hilda Pereira

AudioVapor MusicCreative Director - Ted Rosnick Executive Producer - Lindsey Bates Sound Designer - Levi Considine Audio Engineer - Ethan Myers