It’s not storytelling, it’s not post-advertising

Posted by Jim Boulton, 06 Mar 2009

Here we go again... My instinctive brand barometer tells me that Nespresso shouldn’t work. It has a naff name, it’s expensive, environmentally unfriendly and it serves up cold coffee. It’s one of those inventions that exemplify consumerism gone mad, yet sales are up a recession-confounding 30%.

Why?

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Brand Sincerity

Posted by Jim Boulton, 02 Jan 2009
Why do I wince every time I see George Clooney advertise a coffee machine? Nespresso’s latest advertising campaign, "What Else?" features Clooney in an interactive short-film. The campaign is well conceived, humorous, has high production values, involves the viewer and has storytelling at its heart. In truth, it’s so polished they almost pull it off.
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