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The first Nespresso e-commerce site opened in 1998, and the first boutique opened in 2000.
1998年，奈斯派索开通了第一个电子商务网站。2000年，第一家精品店开业。
The following year, China’s admission to the World Trade Organization enabled the manufacture of much cheaper machines.
第二年，中国加入世界贸易组织，这使得奈斯派索可以生产成本更低的咖啡机。
Even before George Clooney came along, the pot was bubbling nicely.
甚至在乔治·克鲁尼出现之前，咖啡机业务就已经腾飞了。
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，克鲁尼为奈斯派索拍摄的首支广告播出，在广告中，他走进一家奈斯派索精品店，开始给自己制作一杯咖啡。
Wearing a black polo neck and blazer, he eavesdrops as a couple of winsome women exchange adjectives:
他穿着黑色马球领和西装外套，偷听两个迷人的女人吐露着形容词：
“Dark, very intense, balanced, delicate and smooth. Rich, very rich.”
“深色，非常强烈，平衡，精致和光滑。丰富，非常丰富。”
Clooney: “You’re talking about the Nespresso, right?” They look at him.
克鲁尼：“你们谈论的是咖啡，对吗？”他们看着他。
“What else,” he says. French newspapers still sometimes refer to him as “Mr What Else?”.
他说“还有什么呢。”法国报纸有时还是称他为“Mr What Else?”。
Clooney’s public image – sophisticated, cosmopolitan, expensive – fitted Nespresso’s desired image.
克鲁尼的公共形象——聪明老成，见多识广，身价高贵——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.
该公司首席品牌官安娜·伦德斯特龙告诉我：“克鲁尼代表着优雅。”
“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，所以你知道他不会代言他不关心或不相信的东西。但他也有一种幽默。”
Clooney has reportedly made more than $40m from his Nespresso work.
据报道，克鲁尼在奈斯派索咖啡机上的收入超过4000万美元。
He has said he spends most of it on the satellite he uses to monitor human rights abuses.
他说，他把这笔钱的大部分都花在监视人权侵犯的卫星上。
“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.
“我认为，如果你不为自己的协会感到自豪，你就很难在很长一段时间内代言任何产品。”
“It’s been easy because I love the product. I drink it every day.”
“这很简单，因为我爱这个产品。我每天都喝这种咖啡。”
Is it true that there are countries where he is better known for the ads than his acting?
在有些国家，他的广告比他的表演更为人所熟知，这是真的吗？
“Probably. I know there are countries where I’m more famous for being Amal Clooney’s husband,” he said Clooneyishly.
“也许吧。我知道在有些国家，我作为阿迈勒·克鲁尼的丈夫更出名，”他轻描淡写地说。
Pretty much everyone agrees that bringing Clooney on board was a masterstroke – except Gaillard.
几乎所有人都同意，请克鲁尼来代言是一个高招——除了盖拉德。
“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.
他告诉我，“选克鲁尼代言是一个巨大的错误。当你选一个人来代言时，你就把两个主角放在了屏幕上——产品和代言人。
Thanks to Nespresso’s budget, Clooney became better known in Europe: he vampirised the brand.”
由于奈斯派索咖啡机的预算，克鲁尼在欧洲更出名了：他靠该品牌疯狂吸金。”
