JURA and brand ambassador, Roger Federer, have been partners since 2006. This successful, almost 20-year collaboration is entering a new phase with the recently launched communication campaign. In magical stories, Roger Federer immerses himself in the world of JURA automatic coffee machines and takes the audience on a fantastic journey to the JURA Campus – the beating heart of the Swiss brand's innovation. Here he encounters JURA’s personalised worlds of indulgence – and inspiring speciality coffees that are “Coffee pleasure – freshly ground, not capsuled.”.

In the new films, Roger Federer takes centre stage as a coffee connoisseur. While he is enjoying the wide range of choices offered by JURA's automatic coffee machines, he suddenly finds himself in an environment that looks deceptively similar to the JURA Campus. That is where the products of tomorrow are developed – in the Technology, Innovation and Quality Centre. As Roger explores the rooms, he meets employees who, with great enthusiasm and expertise, introduce him to the four worlds of indulgence: Hot Brew, Light Brew, Cold Brew and Sweet Foam. He also learns how two separate grinders for two types of coffee open up new possibilities for personalised enjoyment.

The story is told in a charming and tongue-in-cheek manner: Roger Federer discovers the inner values of JURA automatic coffee machines – and returns inspired to prepare his speciality “Coffee pleasure – freshly ground, not capsuled.”. The films convey, in an entertaining way, what lies behind the technology and how JURA is rethinking indulgence.