Are you also tired of seeing George Clooney advertising the same thing?
She dreams a lot, every day, and in order not to forget them, she tells George the dream right away, in her sweet voice, while she hasn't opened her eyes yet: “I was leaning against the balustrade of the terrace of a large, old, stately house. In front of me, a deep blue lake surrounded by majestic trees. I was wearing a long cream-colored dress that the warm late summer wind caressed my skin. You were wearing a tuxedo and waiting for me in a Riva boat at the dock; I took off my high heels and went down a ladder to the lake. You took my hand and, as soon as we set off, in the blink of an eye, we were in St. Mark's Square, at the Venice Film Festival. Doesn't that seem incredible to you, George?”
What is incredible is that someone doesn't tell George to stop making that advertisement. That she tells him after the dream. “George, my love, don't do it again, don't you see it doesn't suit you?” Well, no, it seems she doesn't tell him. I suppose he must have, besides a mansion on Lake Como, some reason that escapes me, a powerful motive beyond money, to keep showing his face in this eternal campaign. Since 2006. We have all seen the advertisement dozens of times and, although at first it had a certain charm, over the years it has become a tiresome and somewhat decadent advertisement, like him, who by playing the same role so much has lost his charm. I would like to tell him: “You have it all: do you need to do this advertisement?” I understand that the key to the product is the foam and creaminess and that, at a certain point, if you didn't have this coffee maker, you were a wretch. In this sense, the marketing operation was masterful. Careful aesthetics as if they were disposable jewelry, with sophisticated flashy colors and names of exotic countries. The chocolates also follow the same line.
Clooney's insistence is surprising, as he is an actor with a known social and environmental conscience promoting a product that raises certain doubts. It is said that the income from these campaigns has served to finance large-scale humanitarian projects, such as satellite surveillance in conflict zones. It is also said that he is part of an association, Made with Care, committed to the environment and farmers, but, even so, I wonder: is it legitimate to support a noble cause through a consumption model that raises doubts about its sustainability?
We are often told about the circularity of metal, about its capacity to be reused infinitely. In theory, this is true, but the logistical reality is another story. Many of these small single-dose gems end their journey where they shouldn't, becoming a heavy inheritance for the planet.
On the other hand, although there is no scientific study that advises against it, various analyses suggest that this preparation method has higher levels of furans (toxic volatile compounds that form during roasting) compared to traditional coffee maker coffee, and that the perforation of the capsules releases aluminum microparticles.
Be that as it may, perhaps it is no longer time for What else?, and perhaps it is more time for enough, time for "enough is enough". And I am convinced that, from that moment on, without the current burnt image, we will be able to once again enjoy this actor and director of proven talent and great sense of humor.
