It was probably only a matter of time before Nestle signed up will.i.am, Black Eyed Peas front man William Adams who’s somehow made himself synonymous with creativity, mostly by telling us he is.
Will Bill now go the way of George Clooney whose ghastly Nespresso ads have surgically removed any remaining cool?
Here he is for revamped Nestle Dolce Gusto, remixing Otis Redding’s (Sittin’ On) The Dock Of The Bay, purportedly to show that you can reinvent a classic, in a campaign by Publicis Conseil. The cheek of it.
And the strategy:
Harmless enough I guess but fails to convince.
MAA creative scale: 5.
Here’s Redding’s original. It really doesn’t need will.i.am.