Will.i.am remixes Otis for Nescafe’s Dolce Gusto

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.

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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.


  1. Sometimes a client really and truly gets the advertising that their product deserves.

    This chunk of shunk truly is absolutely unpalatable, so therefore it is wholly in keeping with the tasteless ethos inherent in Nescafé brands.

    Commiserations to all involved.

  2. What a wank… Remember his advice on designing logos? https://www.youtube.com/watch?v=8gFA7DUM008 “Because you have to think of what India is going to do to the world when they create a symbolic language, because they speak English, but have a different alphabet.” Right now he’s designing a car. It will be purple and only go backwards ’til it disappears up its own arse… Homage to Wedgie Benn… “Cos Im an Ad Ho.

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