Nespresso to Bring George Clooney Coffee Ads to U.S. Market - New Nespresso ad

Wow!! Who knew??

Here's a piece from Entertainment Tonight backstage at the shooting

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So what does it mean that--after many years of not doing commercials in the states--George is now going to do it?  Is the stigma of these ads less than it used to be?  I do see Brad Pitt and McConnaughy doing them. Or was the money just too good to turn down?

I do expect to see some backlash against him because it's nestle though.  They may be helping with the coffee project in Sudan, but they are involved in other things that are controversial --including recently the California water shortages and I doubt people will ignore that.

This is a real surprise.  The payoff for these commercials I am sure is considerable.  Could the Nespresso venture into coffee farming in South Sudan in any way played a part in George agreeing to do a Stateside commercial?  

Thanks hathaross for finding this one!

Cute video with George and Danny that PAN posted.

Cool.       

I don't know if it's ok to post this here, but what's up with the nutters that are posting on every mention of George or Amal online? I don't keep up with him as much as I'd like, but it seems that everything I read about him is trashed by what looks like one person with several conspiracy theories and a million accounts in the comments section.

Cat lady--you are right.  It is one delusional person and there is a thread here somewhere.  It might be called somethings like "IMDb nut job".  Very long -running story.  I remember her claims that  Elisabetta elaborately faked photos of walking on the beach with George in Hawaii and that he was forced to pretend to date her by the mafia.

Hey Fava! I'll look around for that thread, and thanks for the heads up. Oh my god, I just came from IMDb and I don't know what to say. Had no idea it was that bad. I really feel bad for George and Amal after reading all that. I was expecting some kind of nut is behind the millions of crazy posts, but I never thought that bad.

Yes Fava I remember that it was totally nuts the George in the photos was a double not the real George.

Here's a Bloomberg article that offers a few more details

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Nespresso to Bring George Clooney Coffee Ads to U.S. Market

For years, George Clooney has been asking Europeans: “Nespresso. What Else?” For the Swiss company behind the brew, the answer is clear: America.
Clooney, 54, will feature in Nespresso ads in the U.S. for the first time to help promote the Nestle SA coffee brand in a market that’s proven resistant to smaller cups of java. Alongside actor Danny DeVito, Clooney will star in television ads beginning next week where he “trains Danny in the art of good taste,” according to a statement. The Oscar-winning actor and director has represented Nespresso -- which makes single-serve espresso machines and capsules -- outside North America since 2006.
Nespresso needs Clooney’s star power to help boost sales of a new machine tailored to the world’s biggest coffee market, where latte-loving Americans prefer to grab their caffeine on the go at chains like Starbucks Corp. and Dunkin’ Donuts. Inside U.S. homes, Keurig Green Mountain Inc. devices that deliver bigger servings dominate. Talks with Clooney about extending his deal began in January, according to Nespresso Chief Executive Officer Jean-Marc Duvoisin.

“The U.S. is so large that if we really want to get through, we need support and strong impact,” Duvoisin said in a phone interview. “This is what we believe we’ll be getting with our campaign with George Clooney.”

Hollywood Celebrities

Corporate brands often turn to Hollywood celebrities to burnish their image. In 2002, Welsh actress Catherine Zeta-Jones became the face of wireless carrier T-Mobile. Cameron Diaz and Leonardo DiCaprio have endorsed TAG Heuer watches. More recently, Matthew McConaughey fronted television ads for Ford Motor Co.’s Lincoln-brand cars.
Not every deal works: take the short-lived 2013 partnership whereby singer Alicia Keys became “global creative director” of smartphone maker BlackBerry Ltd.
Some stars prefer to keep their endorsements outside the U.S., for fear that the commercial affiliation could hurt their image. One example of this is fictional, when Bill Murray played a fading American movie star who shoots liquor ads in Tokyo in the 2003 movie “Lost in Translation.” Clooney has done Japanese ads for Honda, while Uma Thurman and Jeff Bridges represent German fashion chain Marc O’Polo.

No Stigma

Small-screen ads no longer carry a stigma for big-screen actors, according to Robert Thompson, head of Syracuse University’s Bleier Center for Television and Popular Culture. “TV ads are much hipper and much cooler than a decade ago,” he said. “I don’t think people feel an obligation to hide it.”
In years past Clooney had been unwilling to appear in ads in his home market, yet he now does so for both Nespresso and Swiss watch brand Omega. His Nespresso deal includes an online film where he discusses how the brand supports farmers in war-torn South Sudan.
Nespresso is one of Nestle’s biggest growth engines yet has struggled to crack the U.S. market over the past decade. There, its 3.8 percent market share is dwarfed by Keurig’s 44 percent, according to data tracker Euromonitor. Globally, it sold 22 percent of the world’s single-serve coffee in 2014.
“Nespresso is very, very niche in the U.S., and missed the boat in that market as it’s already established,” said Jonny Forsyth, a beverage industry analyst at Mintel Group.
The Swiss company introduced its 8-ounce-serving “VertuoLine” machine last year to appeal to Americans’ preference for bigger cups of coffee. The U.S. is showing high-double digit growth, Nespresso Chairman Patrice Bula said in a September interview.
Nespresso represents about 25 percent of Nestle’s coffee sales and 4 percent of its $92 billion in total revenue, analysts at Sanford C. Bernstein estimate. Nespresso has more than 400 retail boutiques worldwide, of which 36 are in the U.S.

So cool. I can't wait to watch it.

fava wrote:So what does it mean that--after many years of not doing commercials in the states--George is now going to do it?  Is the stigma of these ads less than it used to be?  I do see Brad Pitt and McConnaughy doing them. Or was the money just too good to turn down?

I do expect to see some backlash against him because it's nestle though.  They may be helping with the coffee project in Sudan, but they are involved in other things that are controversial --including recently the California water shortages and I doubt people will ignore that.

As far as I know most US celebrities do ads for the international market but not in the US due to they Image. In the US they take care of they Image and outside US they do extra Money hehe.

I guess they changed as now they can make more Money as the article above said it

Nespresso needs Clooney’s star power to help boost sales of a new machine tailored to the world’s biggest coffee market, where latte-loving Americans prefer to grab their caffeine on the go at chains like Starbucks Corp. and Dunkin’ Donuts

Check out this article from USA TODAY:

George Clooney's next move: Coffee pitchman

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Nice teaser video in this link.

I think it used to be a fear of over-exposure that kept "movie stars" from doing commercials - especially in their home markets. But now that everything's on the internet it doesn't really matter. People everywhere are seeing things they wouldn't have seen before.

I also think that George isn't as concerned as he used to be about his "image" as he's moving more and more behind the camera. Give him another five years and I wouldn't be surprised if he moved almost completely behind the scenes.

Well, he's trying to do the very best he can for the coffee producers in South Sudan too.

And as he's now Nespresso's US ambassador, his new contract means more money for SSP and the Sentry. It's a win-win as far as he's concerned I imagine

LizzyNY wrote:I think it used to be a fear of over-exposure that kept "movie stars" from doing commercials - especially in their home markets. But now that everything's on the internet it doesn't really matter. People everywhere are seeing things they wouldn't have seen before.

I also think that George isn't as concerned as he used to be about his "image" as he's moving more and more behind the camera. Give him another five years and I wouldn't be surprised if he moved almost completely behind the scenes.

I don't think it was fear of over -exposure.  I think stars thought it was beneath them and that hawking a product for money would give people--Americans for the most part-- the perception that they just wanted to cash in and were not serious about their "craft"

5?

it's me wrote:5?

?????????????

Lizzy
told this


"I also think that George isn't as concerned as he used to be about his "image" as he's moving more and more behind the camera. Give him another five years and I wouldn't be surprised if he moved almost completely behind the scenes."

Sorry, I didn't know what you meant when you said "5?" Yes, I do think within the next 5 years or so he'll move almost completely behind the scenes - unless he can't get funding for his projects without being on screen.

LizzyNY wrote: Sorry, I didn't know what you meant when you said "5?" Yes, I do think within the next 5 years or so he'll move almost completely behind the scenes - unless he can't get funding for his projects without being on screen.

Yep.  I think so too Lizzy.  George said as much in the Charlie Rose interview a few months ago.  I think he's getting to that stage in his career where he would prefer to be behind the camera.  Not to mention having the freedom to be more creative than an acting role can satisfy.  George and Grant still have a number of projects they have acquired that they haven't tackled yet.  So I still see him popping up in possibly a few of those.

Wide ranging article describing the strategy, the deal between Nespresso and George, and the South Sudan connection and aims of marketing in the States plus all the teasers etc

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Nespresso Convinces George Clooney to Appear in First US Ad

Keurig may dominate the North American market for single-serve coffee makers, but there’s one thing they don’t have—George Clooney. Now, Nespresso, which is owned by Nestle SA, is pulling out its biggest marketing push in North America to date with the help of the actor/director, who has promoted the brand in Europe since 2006.
The campaign marks Clooney’s first branded ad campaign in the US—which he agreed to in return for the brand committing to one of his causes, alleviating suffering in the Sudan.
Nespresso’s first US (and Canadian) ad campaign features Clooney clowning around with pal Danny DeVito, continuing a tradition that has seen Matt Damon and other celebs in his international Nespresso ads.
The US campaign includes television, print and digital advertisements, a partnership web film, social media and a microsite. In the 30- and 6-second versions of the TV spot (which will be released later today), Clooney teaches DeVito about having “good taste.”

The synopsis: “Clooney is dressed in a war General costume in a movie studio commissary, lining up for coffee when he meets Danny DeVito, wearing a Napoleon costume. Danny is pouring himself a coffee from an antiquated coffee pot while George brews himself a fresh Nespresso. Danny, and various other characters in costume, is intrigued with George’s coffee selection and proceeds to ask Clooney to introduce him to Nespresso.
Clooney, in his characteristic wit and charm, agrees to train Danny in the art of good taste – from his coffee selection to the beauty of tango dancing to a finely tailored suit. In the end, George himself is even impressed. Through their entertaining and comedic interplay, Clooney and DeVito demonstrate how everyone can “Experience a cup above.”’
Per the press release, “The statement is an invitation into Nespresso’s elegant lifestyle and the company’s commitment to deliver the highest quality sustainable Grand Cru coffees to its consumers. Only 1-2 percent of the world’s coffee crops match the brand’s strict quality requirements and aroma profiles.”
The North American print ads, meanwhile, are all “about simplicity and contemporary sophistication. The setting is a modern living room in a luxury, sky-high city apartment. Clooney, in a grey suit, relaxes on an iconic lounge chair while he savors his Nespresso and takes in the view and the simple art of good taste.”

Nespresso is also running a new Clooney ad in Europe (called “Epiphany”) that stars Jack Black, which has its own dedicated microsite and social influencers and riffs on the brand’s long-running international tagline, “What Else?”

Attracting a cult following with its international ad campaign (watch below) in the US for fans of Clooney, the brand felt it was finally time to bring the star home.

“The US is so large that if we really want to get through, we need support and strong impact,” Nespresso CEO Jean-Marc Duvoisin told Bloomberg. “This is what we believe we’ll be getting with our campaign with George Clooney.”
Doing commercials once was frowned upon by big-name film actors, but that stigma has pretty much disappeared, Robert Thompson, head of Syracuse University’s Bleier Center for Television and Popular Culture, told Bloomberg.
“TV ads are much hipper and much cooler than a decade ago,” he said. “I don’t think people feel an obligation to hide it.”
One of the plusses for the political Clooney in this deal is that it also includes him in an online film discussing how Nespresso supports farmers in the war-ravaged Sudan.

“I’ve been working with Nespresso internationally for nine years and I really love and respect the brand, what they do, and how they do it,” said Clooney in a press release. “Nespresso and I have a shared commitment to sustainability, most recently helping to rebuild coffee farms in South Sudan. They are an incredibly responsible company and I am excited to expand my partnership with them into the US.” (And Canada, by George.)
As the brand stated in its release:
Nespresso is committed to having a positive impact on the environment, farmers, consumers and society at large. As a member of the Nespresso Sustainability Advisory Board, George Clooney elaborates on Nespresso’s dedicated approach to coffee quality and sustainability and his involvement in Nespresso’s sustainability efforts in a partnership web film. In the film, Clooney discusses his decade-long collaboration with the brand, its positive impact on thousands of farmers and their communities, and the work being done in South Sudan to revive high quality coffee production.
“George Clooney has shown great interest in the lives of coffee farmers, and the initiatives Nespresso has undertaken to support them in producing high quality sustainable coffee and enhancing their welfare. He has been involved from the beginning in our efforts to revive high quality coffee production in South Sudan, which is contributing to economic development in the country” said Guillaume Le Cunff, President of Nespresso USA.
Clooney also discusses Nespresso’s robust recycling program and choice of infinitely recyclable aluminum for its capsules. It offers three different recycling options in the US, including 500 collection points across the country at Nespresso Boutiques and drop-off locations at select retail partners.
In addition, a UPS mailback program provides pre-paid recycling bags for consumers to mail back used capsules by dropping them off at one of the 88,000 UPS drop off locations across the country. Nespresso recently expanded its program with UPS from 20 to 48 states.

Couple of stills:

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Donnamarie wrote:

LizzyNY wrote: Sorry, I didn't know what you meant when you said "5?" Yes, I do think within the next 5 years or so he'll move almost completely behind the scenes - unless he can't get funding for his projects without being on screen.

Yep.  I think so too Lizzy.  George said as much in the Charlie Rose interview a few months ago.  I think he's getting to that stage in his career where he would prefer to be behind the camera.  Not to mention having the freedom to be more creative than an acting role can satisfy.  George and Grant still have a number of projects they have acquired that they haven't tackled yet.  So I still see him popping up in possibly a few of those.

Oooh double OUCH!

Plenty of gas in him yet.....He is only a pup....don't start making out he is in mid-late 80s yet.....Although in fairness he has a knack of ageing himself, always bringing up his age as if mid 50s was over the hill.....

Wake-up you lazy pup! ....He is a sex symbol ....so wriggle that ass, shave off that abomination on the beautiful chin, show some face and smile....

Don't mean to be cruel, but your a long time dead....don't start before you stop breathing....Get back to what got you the gals, the money, the houses, the fame....now your not going to be husband to a first lady....

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there are 2 video in the link that i can't see due to my position.
can you see them? and uploaded somewhere else please?

no 

 no way 

thanks to frenchies, European can see it at least, it is not blocked

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benex wrote:[You must be registered and logged in to see this link.]

there are 2 video in the link that i can't see due to my position.
can you see them? and uploaded somewhere else please?

Both videos are terrific.  But especially the second one in which George talks of his partnership with Nespresso.

Thanks benex!

Thanks Benex and Nicki. Great Training Day video - no sound here tho.

A bit of tittle-tattle - Training day films directed by Grant. Others by McCann New York..........slight family connection: Amal's uncle, Akram Miknas runs the Middle East arm of the agency.......

George and Danny walking wearing suits looks like the scene from "Twins" with Danny and Arnold S.

Nicky80 wrote:thanks to frenchies, European can see it at least, it is not blocked

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Thanks Nicky,
I could at least watch this one, but had no sound...

nice!!    

The video on youtube has no audio. It is on vimeo

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YES, IT WORKED!!!
Thanks so much hathaross!
The ad is really great!

I would love to see George and Danny do a movie together.  They are really good together.  A Coen Brothers movie could work.

Yes this was a really funny commercial.  I have not seen any ads on TV here in the states.  Anyone else?

bello !!!  thanks

I just saw it !  Great ! They are so good together . So cute  .

I couldn't find the other video on vimeo, the one you mentioned wheee George talks about Nespresso. Has anybody a link I can watch in Germany?

I can´t watch the video which George talks. The restriction outside US.....

Watched the extended version of the commercial and it is way better than the short one on US TV.  Story line is much clearer.  I think the way the one on the air was edited leaves something to be desired.

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Again
Nothing here 

Is this similar to the one Hathaross posted above?

Yes, it is the same, sorry!  I'm not sure the 30 second ad that is actually on american TV is posted on here though.  That is the one that I did not think was very coherent.  Now I see the whole thing I get it.

I've seen the 30 second ad a few times on tv.   I like it and it make sense to me.  But the extended version is funnier!  I don't think I've seen the extended version on air yet.  But it's a more expensive ad to run.  Wonder if it could be one of the ads that run during the Super Bowl??

There were always different versions of the Nespresso spots. Different lenghts, always told the story in a different way. Quite interesting actually.

I just checked the videos on vimeo because - at least in Germany - we can only watch the ads for the U.S. market there. 
I found an interview With George where he talks about his collaboration with Nespresso. Maybe it's the interview that was mentioned here before:
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