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Nespresso plays it safe with George and Matt as it eyes up digital future with new YouTube channel

Nestle’s Nespresso is going all digital with its spanking new YouTube channel, which promises all kinds of engaging content but, for now anyway, is the usual stuff and a new campaign featuring Gorgeous George and his pal Matt Damon. Still have my doubts about this branded content business.

The campaign is by long-term agency McCann (although fellow IPG shop Lowe gets a credit too along with more creative directors than you can shake a stick at). And really it’s advertising from the Mad Men era with the old formula ‘2c’s in a k’ replaced by George and Matt.

You’d expect Damon to get a bit more screen time but maybe they couldn’t think of much to say about recyclable capsules.

But George and his pal are valuable properties so maybe this was a case of DDTB (don’t drop the ball). A bit of adventure wouldn’t go amiss though.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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