Swiss manufacturer of fully-automated coffee machines JURA uses the world’s number one tennis player Roger Federer, another Swiss icon, to promote its unique bean-to-cup system. Unlike the Nespresso machines produced by competitor Nestlé, the ones carrying the JURA logo are capable of grinding, measuring and making coffee in one uninterrupted, fully automated sequence. And all this at the push of a button. In the TV commercial, Federer uses a break in an ongoing match to pour himself a delicious cup of coffee, in perfect line with the campaign slogan, “Fresh coffee when you need it.”