Most people have never heard of Nespresso in America despite its popularity abroad, so Nespresso needed a big splashy introduction.
They tapped their long-time brand ambassador, George Clooney to help re-launch the brand into the U.S. market. The campaign was to invite consumers to experience superior coffee. We called the integrated campaign, Experience A Cup Above. In the launch spot, Training Day, Clooney is paired with his buddy, Danny DeVito. To say their chemistry worked would be an understatement.
During its initial launch, the spot garnered over three million hits on YouTube, and it was featured on NBC’s Saturday Night Live.
The entire integrated campaign included broadcast TV, print in major publications, digital banners, web films, social media posts, a PR push on ET and other press. In the end, the campaign increased awareness, consideration, and sales for the brand. It also won the prestigious Silver Award for Best Male Performance at the The Hollywood A-List Awards.
This was one moment in my career that still causes me to pinch myself when I look at the work.
Agencies: McCann, Deep Focus, Weber Shandwick
Directors and Photographers: Grant Heslov, Sam Jones, Rainer Hosch