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The first Nespresso e-commerce site opened in 1998, and the first boutique opened in 2000.
1998年，奈斯派索開通了第一個電子商務(wù)網(wǎng)站。2000年，第一家精品店開業(yè)。
The following year, China’s admission to the World Trade Organization enabled the manufacture of much cheaper machines.
第二年，中國加入世界貿(mào)易組織，這使得奈斯派索可以生產(chǎn)成本更低的咖啡機。
Even before George Clooney came along, the pot was bubbling nicely.
甚至在喬治·克魯尼出現(xiàn)之前，咖啡機業(yè)務(wù)就已經(jīng)騰飛了。
In Clooney’s first ad for Nespresso, which aired in 2006, he wanders into a Nespresso boutique and starts making himself a cup of coffee.
2006年，克魯尼為奈斯派索拍攝的首支廣告播出，在廣告中，他走進一家奈斯派索精品店，開始給自己制作一杯咖啡。
Wearing a black polo neck and blazer, he eavesdrops as a couple of winsome women exchange adjectives:
他穿著黑色馬球領(lǐng)和西裝外套，偷聽兩個迷人的女人吐露著形容詞：
“Dark, very intense, balanced, delicate and smooth. Rich, very rich.”
“深色，非常強烈，平衡，精致和光滑。豐富，非常豐富。”
Clooney: “You’re talking about the Nespresso, right?” They look at him.
克魯尼：“你們談?wù)摰氖强Х龋瑢幔俊彼麄兛粗?/div>
“What else,” he says. French newspapers still sometimes refer to him as “Mr What Else?”.
他說“還有什么呢。”法國報紙有時還是稱他為“Mr What Else?”。
Clooney’s public image – sophisticated, cosmopolitan, expensive – fitted Nespresso’s desired image.
克魯尼的公共形象——聰明老成，見多識廣，身價高貴——符合奈斯派索期望的印象。
“Mr Clooney embodies elegance,” Anna Lundstrom, the company’s chief brand officer, told me.
該公司首席品牌官安娜·倫德斯特龍告訴我：“克魯尼代表著優(yōu)雅。”
“He cares about certain causes, so you know he’s not going to endorse something he doesn’t care about or believe in. But there’s a humour to him, too.”
“他在意某些值得支持的事，所以你知道他不會代言他不關(guān)心或不相信的東西。但他也有一種幽默。”
Clooney has reportedly made more than $40m from his Nespresso work.
據(jù)報道，克魯尼在奈斯派索咖啡機上的收入超過4000萬美元。
He has said he spends most of it on the satellite he uses to monitor human rights abuses.
他說，他把這筆錢的大部分都花在監(jiān)視人權(quán)侵犯的衛(wèi)星上。
“I think it would be hard to endorse any product for an extended period of time if you’re not proud of your association,” he told me via email.
“我認為，如果你不為自己的協(xié)會感到自豪，你就很難在很長一段時間內(nèi)代言任何產(chǎn)品。”
“It’s been easy because I love the product. I drink it every day.”
“這很簡單，因為我愛這個產(chǎn)品。我每天都喝這種咖啡。”
Is it true that there are countries where he is better known for the ads than his acting?
在有些國家，他的廣告比他的表演更為人所熟知，這是真的嗎？
“Probably. I know there are countries where I’m more famous for being Amal Clooney’s husband,” he said Clooneyishly.
“也許吧。我知道在有些國家，我作為阿邁勒·克魯尼的丈夫更出名，”他輕描淡寫地說。
Pretty much everyone agrees that bringing Clooney on board was a masterstroke – except Gaillard.
幾乎所有人都同意，請克魯尼來代言是一個高招——除了蓋拉德。
“It was a major mistake,” he told me. “When you select one person to do your branding, you put two stars on the screen – the product and the person.
他告訴我，“選克魯尼代言是一個巨大的錯誤。當(dāng)你選一個人來代言時，你就把兩個主角放在了屏幕上——產(chǎn)品和代言人。
Thanks to Nespresso’s budget, Clooney became better known in Europe: he vampirised the brand.”
由于奈斯派索咖啡機的預(yù)算，克魯尼在歐洲更出名了：他靠該品牌瘋狂吸金。”
