The semiotics of Nescafé

To all of you who have arrived here recently via Google, trying, apparently, to understand the semiotics of that series of Nescafé ads where a man and the woman borrow instant coffee, exchange meaningful looks, and converse archly, before finally getting to the romantic part: Welcome! It's not really what we're about, here, but you're certainly welcome to rummage around a bit. Perhaps (they said... archly) we can give you other ideas...