It’s been nearly 20 years since George Clooney made his first appearance in a Nespresso commercial, and while the messaging remains the same – with the suave actor consistently delivering the line, “Nespresso, what else?” – the storyline has evolved to greater creative heights over the years.

In what marks the brand’s most extensive OOH advertising investment to date, Nespresso’s latest creative salvo features Clooney playing a detective who investigates a theft of Nespresso coffee capsules on a luxury train. The cinematic one-minute commercial also features famous actors Eva Longoria, Camille Cottin and Kim Go Eun.

Fred Pasquier, VP of marketing at Nespresso Canada, tells strategy that the initiative is in line with the brand positioning in Canada, which has focused on highlighting the quality and sophistication of its coffee.

“As part of our long-standing relationship with George Clooney, which began in 2006, this campaign continues our commitment to deliver quality and exciting adverts that captivate audiences,” Pasquier notes. “George capsulates Nespresso’s commitment and vision to giving the world exceptional tasting coffee in a responsible way, bringing with him a smooth charm and humour to our campaigns.”

OOH will play a crucial role in this campaign, delivering a cinematic and visually captivating experience that mirrors the creative storytelling of the ad, Pasquier says, adding that while Nespresso Canada has previously invested in OOH, this campaign demonstrates “a strategic focus on engaging urban consumers and elevating brand awareness through innovative formats.”

The OOH executions include a full wrap of a SkyTrain in Vancouver and a total takeover of Toronto’s Sankofa Square for one day. According to Pasquier, the company is the first brand to fully synchronize five large-format screens in Sankofa Square. Earned traditional media, digital advertising, and social media presence also support the campaign.

Pasquier says that Sankofa Square was chosen specifically because it is one of Canada’s busiest urban hubs, with 32,000 square feet of full-motion DOOH advertising. The takeover also allows the brand to reach both new audiences and its existing customer base with engaging imagery that resonates with urban, on-the-go consumers.

“Engaging this audience aligns with Nespresso’s objectives of reinforcing its position as a leader in the coffee category and expanding its customer base through creative, story-driven campaigns,” Pasquier says.

The ad premiered worldwide on Jan. 15 and is running online, on social and in stores throughout the year. McCann Worldgroup led creative, while Wavemaker handled media buying. Citizen Relations handled public relations.