'Must Be the Coffee': La Colombe Film from Leigh Powis Spotlights Philadelphia Grit and Optimism
'Must Be the Coffee', La Colombe's new brand platform from Uncommon, debuted with a cinematic hero film directed by Leigh Powis. The film was shot entirely in Philadelphia, the city where La Colombe was born, and captures the unmistakable energy, optimism, and grit of the city’s sports culture.
Rather than relying on traditional sports advertising tropes, the film leans into richly observed, hyper-local storytelling–creating a portrait of a city whose belief never wavers, even when the odds are stacked against it.
'Must Be the Coffee' is rooted in authenticity. Every featured person was cast to play a version of themselves in real life. The youth soccer players are members of Salone FC, a local team supported by La Colombe. The women featured throughout the film include Philadelphia Eagles cheerleaders, while the café scenes are populated by actual La Colombe baristas. The production also photographed a SEPTA driver with more than 25 years on the job. One particularly memorable moment came from two South Philadelphia women featured in the film who grew up less than ten minutes from the shoot location and spent decades moving through the same neighbourhood circles, yet met for the first time on set.
The result is a documentary-style snapshot of a community–one that reflects the same passion, loyalty, and belief that will fuel soccer fandom and support for Team USA during this World Cup.
The national campaign kicked off to coincide with the USMNT's first match of the World Cup. With a late kick off, it was an opportunity for a coffee brand to interact with fans at night.
Beyond the film, 'Must Be the Coffee' extends into a series of fan-focused experiences designed to fuel support for the USMNT throughout the World Cup. From limited-edition US Soccer packaging and national media and partnerships, to free Americanos for fans wearing US Soccer gear on matchdays, the campaign turns coffee into part of the matchday ritual.
