Coffee, Dua Lipa and a New Vertuo: Nespresso’s Latest Chapter Lands in the UAE

We’ll admit it: put Dua Lipa in a campaign and you already have our attention. Add coffee, New York, Italy, poolside iced lattes and a little George Clooney cameo into the mix, and we’re listening fully.

Today September 1, Nespresso is launching its latest global campaign in the UAE, starring its new Global Brand Ambassador Dua Lipa. And rather than simply giving us another beautiful celebrity coffee ad, the campaign leans into something Dua knows particularly well: jumping between different worlds. The premise is simple: every coffee can take you somewhere else. In a year full of challenges, we don't mind a little fun.

If you follow Dua, you’ll know that the woman is seemingly always somewhere. One minute she’s swimming in the Mediterranean, the next she’s eating her way through a new city, performing to thousands or posting the kind of holiday photo dump that immediately makes you question your own travel plans.

So casting her as Nespresso’s guide to a world built around curiosity, travel and discovery makes a lot of sense. The campaign follows Dua through different moments of the day, with the coffee changing alongside her. There’s a Melozio in New York in the morning, an Altissio espresso in Italy, a Double Espresso Chiaro iced latte by the pool and, later, a French Lavender & Vanilla Decaf (surprisingly, it's one of our fav, especially when we've already exhausted our caffeine threshold for the day.)

There’s also a playful passing of the Nespresso baton. Dua borrows fellow ambassador George Clooney’s famous “What else?” and turns it into a question about what else there is to taste, try and discover. Clooney himself makes a brief appearance, connecting this new chapter to the Nespresso campaigns we all grew up watching.

Meet the Vertuo Up

Dua may be the face of the campaign, but there is another new arrival: the Nespresso Vertuo Up.

The new machine heats up in just three seconds and introduces a dedicated Coffee Creation button, designed to produce bolder, more intense extractions for milk-based, plant-based and over-ice drinks. It also gives access to more than 50 coffees, which feels particularly appropriate at a time when ordering “a coffee” can mean anything from a straight espresso to an iced pistachio oat milk situation. Using Nespresso’s Centrifusion™ Technology, the machine recognises each capsule and adjusts the extraction accordingly, while a redesigned lever brings a little more ritual to the process.

And yes, you still get that very satisfying Nespresso crema on top.

The campaign also signals a broader shift for Nespresso, with a new creative identity that feels younger, more playful and considerably more curious (we're here for it!).

Created with Leo Constellation, the new direction introduces updated design codes, including a bespoke typeface, while moving the conversation beyond coffee simply being a morning ritual. Instead, Nespresso is leaning further into the way we actually drink coffee now: iced, hot, flavoured, over milk, plant-based, decaf at night and increasingly influenced by whatever drink has taken over our feeds that week.

French Lavender & Vanilla coffee? Apparently, yes.

And we’re into the fact that the brand isn't treating experimentation as something that needs to be overly serious. Coffee can be excellent and still be fun.

What Else?

There’s something fitting about Dua Lipa entering the Nespresso universe at this particular moment. Coffee culture has changed dramatically, especially for younger drinkers. Our coffee order has become strangely personal, cafés have become part workspace, part social club, and an iced latte has practically become an accessory. Also we need the caffeine more than ever: we're ti-red.

Nespresso seems ready to play in that world. As for us, we'll happily follow Dua from a morning coffee in New York to an espresso in Italy and an iced latte beside the pool.

Although if Nespresso could also provide the flights, that would really complete the experience (right?)

More on Nespresso.com/ae