Advertisement analysis Nespresso What else Andrea Furlan 5

Advertisement analysis Nespresso. What else? Andrea Furlan 5 A 16 th December 2012

The TV ad Click above to watch!

A brief summary • • Product: Nespresso coffee capsules Producer: Nestlé Group, Switzerland Media: TV, newspapers, … Main testimonials: George Clooney, John Malkovich • Slogan: Nespresso. What else?

Analysis of the ad • Location in an unknown busy city → it could be everywhere in the world → one ad fits the whole world (⇒ less expense in advertisement campaign) and the spectator identifies the town as his own (⇒ Nespresso is always near you) • The Nespresso store together with its logo is immediately visible at the beginning → it impresses in the watcher’s mind

• Contrast between the cold, rainy, congested road and the calm, hot store → Nespresso is a break from the busy, stressing life • Rainy day and the shutter is being closed; when Clooney approaches, he is nonetheless let in → Nespresso “takes care” of the customer

• The shop assistants immediately associate the person with his/her coffee → everyone can find his ideal coffee in Nespresso vast choice • Slow motion on the drop falling in the coffee → a close-up of the good organoleptic properties → our brain unconsciously recalls the aroma and smell of coffee, thus reinforcing the message

• At the beginning the watcher believes George Clooney has been let in because of his importance (“just because you are Mr. Clooney”) • When an apparently common woman enters the shop, she is treated in the same way → everyone is important when it is time for Nespresso • Clooney’s disappointment generates satisfaction in the watcher → it makes us feel important and it inflates our ego

• Uncommon use of the testimonial → generally, the testimonial is a Vip who “testifies” to use a product (it generates sense of emulation) → in Nespresso ad, Clooney is put on the same level as a common woman → it is a stronger message: George Clooney is no better than you if you drink Nespresso

The slogan • “Nespresso. What else? ” → the slogan is at the end of the ad → the use of the full stop instead of the colon suggests a firm decision → Nespresso is the only sane choice for coffee • The font reminds of the Nespresso logo

Music and colours • The musical theme is the one typically used for Nespresso ads → the spectator immediately recognizes the product → it begins after Clooney enters the shop → it reinforces the separation between outer world and the Nespresso shop • Light but not vivid colours → the coffee break is a pause where you want to feel relaxed → vivid colours would negatively activate the watcher’s concentration, thus spoiling the sense of calmness

Words • No translation for the Italian version of the ad → there are only subtitles → the use of English makes Clooney’s speech more realistic and it invites the reader to watch the ad at least twice (one time to watch the scene, another time to follow the translation)