A Love Letter to Espresso: Inside Starbucks new Ad from Chef's Table Creator David Gelb

Mar. 12, 2026

Starbucks has released a new ad, “The Magic of Coffee,” directed by Chef’s Table creator David Gelb. The :30-second spot highlights the craft and human connection behind every cup, tracing the journey from coffee cherries being handpicked, washed and sorted to baristas grinding, tamping and pulling each shot with precision. Rather than focusing on speed or convenience, the ad lingers on the details that often go unnoticed — the hum of the espresso machine, the tamp of finely ground coffee and the moment the espresso begins to flow. 

Directed by Gelb and produced by Starbucks and IndependentMedia, the film approaches espresso with the same reverence for craft, origin and detail that defines his documentary work. 

Erin Silvoy, svp, Global Marketing & Channel Development at Starbucks said:

"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."

 

David Gelb said:

"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."

 

The ad debuted on television March 6 and expanded across digital and social on March 10. The soundtrack features “Tokyo Rain” by Loaded Honey, a barista favorite from Starbucks coffeehouse playlists.