- Lavazza has launched "Family Blend," a five-episode mini-series directed by Francesca Scorsese and starring her father, Martin Scorsese, with Jason Biggs in a supporting role.
- Episodes run 2-3 minutes each and roll out monthly on Lavazza's and the talents' global digital channels, starting July 22.
- The series is shot around New York City locations tied to Martin Scorsese's life, built around a father-daughter dialogue over coffee.
- It extends Lavazza's "Pleasure Makes Us Human" platform, previously fronted by Steve Carell and John Krasinski.
Lavazza is bringing Hollywood pedigree to its coffee cups. The Italian brand has launched “Family Blend,” a five-episode mini-series directed by Francesca Scorsese and starring her father, Oscar winner Martin Scorsese, alongside Jason Biggs.
The trailer dropped July 16, with the first of five monthly episodes premiering July 22 on Lavazza’s global channels. Shot across New York landmarks tied to Martin’s life, the series follows father and daughter trading memories over coffee, with Biggs adding comic relief.
Lavazza CMO Carlo Colpo said the project frames coffee as “a cultural gesture that spans generations,” continuing the brand’s “Pleasure Makes Us Human” platform.
Martin and Francesca previously teamed up on a 2024 Squarespace Super Bowl ad, while Martin secured an advisory partnership with AI firm Black Forest Labs in June 2026.
For Lavazza, “Family Blend” follows its long run with Steve Carell and John Krasinski, and lands in a summer packed with celebrity beverage tie-ins, including Becky G’s new PATRÓN Tequila partnership and Patrick Mahomes and Eric Stonestreet’s Coors Light campaign.
Biggs, still best known for American Pie, recently partnered with Edwards Desserts on a pie-themed campaign, while Francesca continues directing episodes of her father’s Fox Nation series, The Saints.
Takeaways
This is less a straightforward endorsement than a co-production; Lavazza is essentially bankrolling a Scorsese family film and calling it advertising. That’s a notable shift from typical 30-second spots toward “prestige” branded content, betting that narrative depth builds stickier brand affinity than punchlines alone.
The campaign also signals something about how legacy directors are monetizing beyond the box office. Martin Scorsese’s Black Forest Labs deal and now this campaign, both reportedly touched by manager Rick Yorn, suggest a deliberate diversification strategy in his 80s.
For Francesca, directing her own father in a global ad campaign is a career-legitimizing moment: she’s no longer just “Scorsese’s daughter” on TikTok; she’s the one calling “action.”
Does hiring a director of Scorsese’s stature blur the line between advertising and film, and does that distinction matter to viewers anymore? Could father-daughter branded projects become a template for other legacy Hollywood families looking to reach younger audiences?
