Having secured the services of George Clooney for their campaign, Nespresso use him to clever effect, playing on his film-star status by having him travel through a series of other movies and genres. It’s a technically very clever, and highly entertaining ad, but it works emotionally because of Clooney’s own friendly persona. It’s a fine example of how a compelling lead can push an advert to greater heights. It’s also a good example of how a repeated character – this ad is a follow-up to other work with Clooney – can build Fluency. Familiarity breeds contentment: if people like what they see in your ad, why not give them more of it?