Nescafe is tapping its global appeal in its upcoming Super Bowl ads, but this time is focusing more on the reusability of its jars than the coffee inside them.

In the ad, people in countries around the world use the empty, but distinctive, Nescafe jars for storing all sorts of things. That includes pasta, dog treats, craft supplies and nuts and bolts, but also to hold candles, water for a painter and as a vase the brighten up a room. In fact, aside from the last few scoops being taken out of the jar, there is hardly any actual coffee in the ad at all.

Joel Holtby, co-founder and CCO at Nescafe’s AOR Courage, tells strategy it’s easy to build an ad around conspicuous coffee pouring shots, but this time the brand was supportive of a more delicate, subtle approach, which is ultimately more effective.

“There’s a sea of sameness in this category ,” Holtby says. By using the sense of familiarity people have with the jars and their many uses, it taps more into the human side of the brand and its roles in people’s lives.

In its fall masterbrand campaign, Nescafe’s global ad went around the world to highlight its relevance as the third-most consumed beverage in the world, an effort to get people to overcome their shyness about professing their love for the brand due to perceptions of instant coffee’s quality or craft.

The global relevance is an idea the brand is incorporating here as well. “We know the brand is a global brand,” Holtby says, and “coffee drinkers span everyone,” something that will resonate with a diverse, Canadian audience.

After airing during the Canadian broadcast of the Super Bowl, the ad will get a global release. The campaign also includes OOH with visuals of reused jars, as well as social ads that serve as simple instructions on how to peel off the labels. There will also be a website that lets people create and print off new labels for whatever they happen to be reusing their jars for.

“Yes, it’s a beautiful film, but we wanted to really reflect what people are doing [with their jars],” Holtby says, and that it lends itself to prominent visuals in a stills editorial style. It’s an idea that can be celebrated across media.

The spot was directed by Spy Films’ Omri Cohen using 35mm Kodak film, rather than digital, to convey the warmth and emotion. Fuze Reps handled the still photography. Thrive is handling the media buy.