In the fickle world of advertising, most celebrity endorsements have the shelf life of an open bag of pre-ground coffee. They’re flashy, they’re expensive, and within six months, they’re forgotten. But then there’s Nespresso and George Clooney.
Since 2006, the “What Else?” campaign has done more than just sell aluminum pods; it has transformed a utilitarian kitchen appliance into a global symbol of “understated elegance.” It is a masterclass in brand positioning, narrative consistency, and what industry insiders call “Compound Creativity.”
In this deep dive, we’re breaking down how Nespresso and agency McCann Paris built a multi-billion dollar empire on a single question, a silver fox, and the perfect cup of crema.
The Commodity Trap: From Office Tech to Luxury Icon
To understand the genius of “What Else?”, you have to understand where Nespresso started. In the late 80s and early 90s, Nespresso was primarily a B2B play—machines for offices that were efficient but lacked soul.
The challenge? Coffee is a commodity. Most people viewed coffee machines the same way they viewed a toaster or a vacuum cleaner. To escape this “commodity trap,” Nespresso needed to move from functional benefits (patented capsule technology) to emotional benefits (the feeling of being a connoisseur).
The transformation began with the Nespresso Club and the opening of boutiques that felt more like Cartier than a kitchen store. But the catalyst was 2006: the year George Clooney walked into a Nespresso boutique and asked the world, “What else?”
The Architecture of a ‘Hired Device’
In advertising psychology, George Clooney acts as a “Hired Device”. Unlike a brand-owned mascot (like the Geico Gecko), a Hired Device brings their own cultural baggage, charisma, and “cool” to the table.
1. The Humbling of a Heartthrob
The brilliance of the “What Else?” scripts lies in Clooney’s willingness to be the butt of the joke. In the very first ad, he overhears two beautiful women describing someone as “rich, mysterious, and intense.” Just as he’s about to bask in the compliment, he realizes they’re talking about the coffee.
This “humiliation arc” is vital. By emasculating or outsmarting the world’s most charming man, Nespresso:
- Humanizes the luxury brand: It keeps the elite positioning from feeling arrogant.
- Makes the product the hero: Even George Clooney can’t compete with the allure of a Volluto capsule.
2. Narrative Consistency
While other brands “refresh” their creative every two years, Nespresso stuck to the plan for nearly two decades. This has led to a Brand Fluency score of 91%—meaning nearly everyone who sees a Nespresso ad knows exactly what it is within seconds.
The North American Pivot: Enter Matt Damon
While Nespresso owned Europe, the US was a tougher nut to crack. Americans liked big mugs of drip coffee, not tiny shots of espresso. To fix this, Nespresso launched the Vertuo system and doubled down on Hollywood star power.
In 2013, they brought in Matt Damon. Reportedly paid $150,000 per second of screen time, Damon’s inclusion wasn’t just about fame; it was about “The Ocean’s Eleven Effect.” The chemistry between Clooney and Damon helped translate the brand’s European charm into a language American audiences understood: high-budget, cinematic fun.
The Sustainability Paradox: More Than Just a Pretty Face
As the “What Else?” campaign grew, so did the backlash against single-use aluminum waste. This is where the campaign shifted from pure lifestyle to “Ethical Stewardship.”
Clooney didn’t just stay the “face” of the brand; he joined the Nespresso Sustainability Advisory Board (NSAB). By aligning the campaign with the AAA Sustainable Quality™ Program, Nespresso used Clooney’s humanitarian reputation to shield the brand from environmental criticism.
Whether it was launching the first coffee exports from South Sudan or navigating child labor allegations in Guatemala (2020), Clooney served as a credible bridge between corporate crisis management and consumer trust. He didn’t just say the coffee was good; he vouched for its soul.
The New Era: From McCann to Leo
After 19 years, the Nespresso/McCann Paris marriage ended in June 2025, with Publicis Groupe’s Leo taking the reins. This marks a shift toward a “digital-first” strategy aimed at Gen Z, who increasingly prefer cold brew and functional coffee over the classic hot espresso.
The recent “The Detective” campaign—starring Clooney alongside Eva Longoria, Camille Cottin, and Kim Go Eun—shows where we’re headed. It’s a cinematic, multi-star ensemble that uses localized star power to win over Asian and North American markets while keeping the “What Else?” DNA intact.
Final Verdict: Why It Works
Nespresso’s success is a testament to the power of Compound Creativity. By sticking with one ambassador, one tagline, and one consistent aesthetic, they created a “consistency gap” that their competitors couldn’t bridge.
In a world of 5-second TikTok ads and fleeting trends, Nespresso proved that if you build a world sophisticated enough, people won’t just buy your product—they’ll want to live in your commercial.
The takeaway for advertisers? Don’t just hire a celebrity. Build a narrative where the celebrity is the second-most important thing in the room. The coffee, after all, is what’s “rich, mysterious, and intense.”
What else?
