I was reading an article about Nestle’s Nespresso coffee machine today and it mentioned George Clooney is the spokesperson in Europe. He won’t be used in the U.S. the article went on to say because the ads needed to tell the Nespresso system story. In other words, the story behind the single serving coffee making machine would be compromised if George Clooney were to tell it. That’s sort of silly, don’t you think. Or is it?
In day after recall testing, if asked to describe the TV spot you saw with George Clooney in it would you talk about the brewing process and the special machine, or would you say “That’s the George Clooney coffee maker, right?”
When the talent gets in the way of the message, it’s a marketing mistake. When the talent selection supports and reinforces the product, it’s a home run. Courtney Love would make a good spokesperson for run-proof eyeliner. You feel me?
Talent is important. Everything in an ad is important. Peace.