There is a moment just before a shot of espresso is pulled. 

The hum of the machine. The steady tamp of finely ground coffee. Then the aroma rising from the cup as the espresso shot is pulled.  It’s a small moment. But it carries a journey that began long before the coffee reached the espresso bar. 

“The Magic of Coffee,” the latest Starbucks ad, highlights the company’s coffee heritage and celebrates the craft and human connection that set the brand apart.  As the premier purveyor of the finest coffee, Starbucks continues to spotlight the artistry at the heart of every cup. As the world’s coffeehouse, Starbucks serves as a welcoming “third place” for millions of people every day—wherever they are and however they take their coffee.   

The new ad is a collaboration between Starbucks and Chef’s Table creator/director David Gelb, and is designed to showcase the artistry, precision and passion behind Starbucks coffee and the magic that happens long before the first sip.

A display of craft 

The ad opens with a handwritten note on a Starbucks cup and immediately transports the viewer to scenes of coffee cherries being handpicked, washed and sorted – a reminder of the farming, sourcing, preparation and skilled hands behind every Starbucks coffee beverage.

“Coffee is at the heart of the Starbucks experience, and this work is a celebration of the global journey, care and craft behind every cup. By partnering with David Gelb, we were able to create a piece that reflects his signature storytelling style while also highlighting our ongoing commitment to quality and to creating moments of connection that feel meaningful,” said Erin Silvoy, svp, Global Marketing & Channel Development at Starbucks.  

A cinematic perspective on espresso 

Directed by Gelb and produced by Starbucks and Independent Media, the ad approaches espresso with the same cinematic reverence he brings to all of his storytelling focusing on craft, origin, and detail.   

“Coffee might be the most universal human ritual there is—it has connected people across cultures and centuries in a way very few things can. When Starbucks came to me and my producer Susanne Preissler, we knew I didn’t want to make an advertisement. We wanted to make a tribute. From Turkish sand coffee to siphon brewing to a perfectly pulled espresso, every culture has its own sacred relationship with this drink. What the barista does every day is continue that tradition — with care, with precision, with a kind of quiet magic,” said David Gelb.  

Music plays a central role in shaping the mood. The track “Tokyo Rain” by Loaded Honey – a partner barista) favorite from Starbucks coffeehouse playlists – has a layered, atmospheric build that complements the craft-driven storytelling and enhances the sensory experience of espresso while giving the ad a modern tone. 

“The Magic of Coffee” launches alongside Starbucks new spring menu, inviting customers to experience the craft behind every shot of espresso in their cup.

Because before the first sip, there is the journey. 

And in that journey, there is magic.