WATCH: Jannik Sinner hilariously displays his obsession with perfection in brand new espresso commercial

Jannik Sinner's obsession with perfection was on full display in a hilarious new advertisement for the latest Lavazza espresso machine. Lavazza is a popular Italian manufacturer of coffee products.

Sinner is currently enjoying the best season of his career. The Italian started the year by capturing his maiden Grand Slam at the Australian Open and followed it up with titles at the Rotterdam Open and the Miami Masters. He also reached the semifinals of the 2024 French Open

Off the court, the 22-year-old has endorsement deals with many big companies including Nike, Rolex, and Gucci to name a few. One of these companies, Lavazza, recently released a hilarious advertisement for their Lavazza A Modo Mio system starring Sinner.

After the Italian delivers his line, the crew gets ready to pack up thinking they are done. However, Sinner feels his take wasn't perfect and asks for a retake. His constant demands for retakes frustrate the rest of the crew resulting in a hilarious advertisement. The tagline 'Excellence is a choice' appears at the end of the advertisement (in Italian), giving meaning to Sinner's obsession with perfection.

"All champions share an unwavering pursuit of perfection. Our new ad highlights what the world’s number one and Lavazza have in common: the relentless daily quest for excellence. With the Lavazza A Modo Mio system, you can enjoy authentic Italian espresso at home, just like in a café. Because excellence is a choice."

Lavazza congratulated recently crowned World No. 1 Jannik Sinner on his ascent to the summit

Jannik Sinner

Owing to his recent success, Jannik Sinner became the 29th man in history to become the World No. 1, overtaking Novak Djokovic who withdrew from the tournament due to a medial meniscus tear in his right knee. He also became the first Italian player ever to be ranked at the top in singles.

Sinner's ascent was celebrated by his peers, fans, and sponsors around the world. This also included Lavazza, who wished the Italian on this milestone and expressed pride. They also mentioned how this was a new landmark for one of the finest athletes in the world.

"Tennis has a new number 1, and his name is JANNIK SINNER. The Fox is the first Italian player to reach the top of the world. But this is not the finish line, it’s a new milestone of one of the greatest sport adventures. So proud of you, @janniksin! 🎾🏆," Lavazza wrote on Instagram.

Jannik Sinner is slated to kick off his grass season at the Halle Open. He will be joined by Alexander Zverev, Daniil Medvedev, Andrey Rublev, and others.