Must be the Coffee

La Colombe has launched ‘Must Be the Coffee’, a new brand platform created by Uncommon that celebrates the energy, resilience and optimism of Philadelphia through the lens of its sporting culture. Directed by Leigh Powis and filmed entirely in the city where the coffee brand was founded, the cinematic campaign avoids traditional sports advertising in favor of intimate, hyper-local storytelling that captures a community whose belief never fades, regardless of the odds.

Authenticity is central to the campaign, with every participant portraying a version of themselves. The film features youth players from Salone FC, a local football club supported by La Colombe, alongside Philadelphia Eagles cheerleaders, La Colombe baristas and a SEPTA driver with more than 25 years of service. By casting real members of the community rather than actors, the campaign creates a documentary-style portrait of everyday life in Philadelphia.

The film also highlights the unexpected connections that exist within the city, including two South Philadelphia women who grew up just minutes apart and shared the same neighborhood for decades before meeting for the first time during production. Together, these stories reflect the passion, loyalty and sense of community that define Philadelphia, while linking those qualities to the excitement and optimism surrounding Team USA and the World Cup.