Espresso is not just a drink, it’s a culture—one full of clichés that are ready to be redefined. As a brand, KitchenAid was founded on reinvention when they reinvented the industrial mixer for the home kitchen. Who better to redefine espresso?

Our brief was to launch the new KitchenAid Espresso Collection by breaking espresso category conventions. By upending expectations for both the espresso drinker and the KitchenAid consumer, we would make KitchenAid the symbol of a new world of espresso at home.

It’s no secret that going to the café is more stress than it’s worth, and yet, espresso drinkers still think it’s the easiest way to get great espresso. KitchenAid is a brand that makes making things easy. That’s why we wanted to say what’s on everyone’s mind—literally—to show people that making your espresso is way easier than overthinking it.

In these spots, an omniscient narrator voices the inner monologue of three different café-goers. One who devolves into panic when they get stuck line while their beloved pooch sits outside, alone. Another who adopts a “café name” to make it easier on their barista with poor spelling. And a third who spirals down the rabbit hole that is their own happiness, questioning if their barista truly playing god through people’s latte orders. All begging the question: couldn't they have avoided this if they just made their espresso at home with KitchenAid?

The radios are just one piece of a larger global brand campaign aimed at disruptively dismantling conventions in the espresso category. Given that each market’s individual espresso experience varies culturally, larger global markets like Germany and Australia have begun adapting spots for their own unique insights.

Our reach has even had the power to infiltrate the cafés themselves, given our media running on targeted coffee shop playlists used by big chains like Starbucks.