Roger Federer relaxing in a chair.

The ad opens with Roger Federer relaxing in a chair, holding a drink. He then moves to a modern kitchen counter where a Jura coffee machine is shown. He interacts with the machine, and then we see close-ups of coffee beans and espresso shots. The scene shifts to a very cold, icy environment where another person is preparing coffee. Federer is shown tasting a cold brew coffee, and the ad concludes with a shot of the Jura Z10 coffee machine and a cup of coffee.