The collaboration between JURA and brand ambassador Roger Federer began back in 2006. The communications campaign is now entering a new phase. The message consistently focuses on everything that JURA automatic coffee machines do to perfection: Speciality coffees – freshly ground, not capsuled.

Roger Federer’s robot housekeeper is an additional protagonist, having made its first appearance alongside him in a JURA campaign back in 2017. In the latest episode, the robot is visibly proud of its promising update … but hasn’t reckoned with the perils of opening a standard coffee tin seal. Although grateful for the robot’s help, Roger decides he much prefers his new JURA E8.

E8 Piano Black




The perfect combination of pleasure, versatility and luxury

The latest generation of JURA’s most successful coffee machine model boasts a reinterpreted design and a range of benefits previously found only in the premium class. Perfect for a game of doubles with the tennis maestro … as well as with you!

The campaign sujets for print and online

A series of new photographs have been taken to accompany the film. The photographs will feature in printed adverts, online banners and posters. They show Roger Federer and JURA’s coffee machines coming together to create an independent and distinct combination of clarity, design and style that is in a league of its own.


World premiere with Roger Federer