Breville debuts Oracle Jet with 'Unlock the Pro Within' via The Cowboys

Australian homewares brand Breville has teamed up with creative agency The Cowboys for a global campaign to launch its latest espresso machine, the Oracle Jet.

The campaign revolves around the Unlock the Pro Within creative platform, appealing to time-poor gourmets seeking specialty coffee at home. The hero film depicts the transformation of everyday coffee enthusiasts into skilled baristas with just the press of a button.

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The campaign has launched in Australia, the US, Germany, and the UK, with the creative being localised in additional markets worldwide. The media rollout spans FTA TV, digital platforms, and socials.

"For the launch, we aimed to capture effortless mastery," said Jarrad Collings, creative partner at The Cowboys.

"The barista apron is a symbol of expertise, and we wanted to highlight how anyone can seamlessly transition to achieving  professional results at home."

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In addition to the long-form hero film, the campaign includes a series of short-form films focusing on key aspects of the espresso machine, an in-store experience using the machine's LCD screen, and a Minds Behind the Machine documentary.

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"Our latest campaign with The Cowboys illustrates how consumers can enjoy the café experience in their own kitchen," added Breville’s head of global brand strategy and advertising, Noel Burchill.

"Our partnership with The Cowboys has spanned eight years, during which they've consistently shown a deep understanding of our business and consumers. Their work on global product launches and category positioning has been excellent with a proven ability to transform complex technology into clear and compelling consumer propositions."

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Credits:
Creative agency: The Cowboys
Client: Breville
Production company: Rodeo @ The Cowboys
Director: Toby Morris
Director (Minds Behind the Machine): Matt Sterne
Producer: Henry Richardson
Photographer: David Collins
Post Production: Producible
VFX: Skyhouse
Retouching: Sterne Creative