“Do I consume the coffee? Or does the coffee consume me?”

This is just one of the questions posed by a tortured soul in a new ad campaign for Aldi range of capsule machine and coffee, Expressi.

Created by BMF the campaign encourages consumers to ‘Expressi Yourself’ with your coffee in a series of TVC’s supported by cinema, outdoor, online and owned media.

Carlos Alija and Laura Sampedro, executive creative directors BMF, said: “The 'aspirational' approach historically reserved for pretentious perfume ads, has recently crept into the coffee category. We thought we could talk about a premium coffee product and take it to somewhere a little more refreshing by injecting ALDI's quirky tone of voice.”

http://www.youtube.com/watch?v=OHkKNdAoupw