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Nespresso readies new North American campaign

Single-serve coffee company Nespresso has signed an endorsement agreement for the US and Canada with actor George Clooney. Clooney will participate in a new marketing campaign for the brand that will begin next week. The television, print and digital campaign will focus on the quality of the company's products and its sustainability efforts. The effort will also include online video, social media activities and a new website.

The 30- and 60-second television ads will depict Clooney introducing actor Danny DeVito to the company's products while wearing historical costumes in a movie studio commissary. The print ads depict the actor drinking coffee while admiring the view from a luxury high-rise apartment. The creative uses the tagline, "Experience a cup above." An online video will feature Clooney discussing his involvement in Nespresso's sustainability initiatives with coffee farmers in South Sudan.

According to the company, this will be the first time Clooney has appeared in a branded television advertising campaign in North America. The actor has participated in Nespresso advertising in Europe and other international markets since 2006.

"We are thrilled that George Clooney is expanding his relationship with Nespresso by becoming the new brand ambassador for Canada and the US," said Jean-Luc Valleix, president of Nespresso Canada. "We are very proud of the work we have done together and we look forward to extending the partnership to bring our brand story and high quality, sustainable coffee to more and more people."

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