Jacob’s Creek looks to ‘true character’ for its new global ad
Mumbrella can exclusively reveal the first global campaign for Jacob’s Creek wine from Euro RSCG.
Breaking in Australia this weekend, it is also the first time that the brand’s TV advertising has featured people rather than simply the product.
The message is built around “true character”, which is Jacob’s Creek’s new global platform. The ad will be rolled out globally in coming months.
Euro won the global account in April of this year.
Targeting 30 to 45-year-olds, the ad features genial lunchtime roast host Dan, who’s got lots to say about himself and his online friends.
The campaign is part of a marketing spend for the Jacob’s Creek master brand of more than $5m. The investment also includes associate sponsorship of the Australian Open tennis which consists of an advertising campaign (outdoor, tram wraps etc), activation around official live sites, the Jacob’s Creek Open House at Melbourne Olympic Park and other key Melbourne venues, on pack stickers to win tickets to the Men’s Finals and in store activations across Australia.
It also coincides with the launch of the new Jacob’s Creek Sparkling Moscato.
The ad makes its debut on Nine and Ten on Sunday night and will also appear on pay TV.
Credits:
Agency: EURO RSCG Australia
Executive Creative Director: Rowan Dean
Copywriter: Peter Maniaty
Art Director: Leah Regan
Designer: Darren Cole
Production Company: Luscious
Director: Michael Joy
Producer: Lucas Jenner
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“What a hoot! I wish I had friends like that. They make me feel included and important. I trust in their opinions on worldly things like wine etc. What a wonderful piece of film. It really challenges my previously held stereotypes on Jacob’s Creek too.”
Is that what I was supposed to get out of the ad?
Didn’t work.
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Did they seem drunk to anyone else, or is it just me?
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I really like the direction of this, an ad that doesn’t really feel like an ad at all.
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I reckon they had been doing some product research before that shoot – or perhaps it was quite a number of takes? 🙂
I really enjoyed this and a different perspective for me on the JC brand
Not quite sure what i was to take away from it though, clashes with much of what has been learned by me of the brand.
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Nice! Well shot, well acted and gets the point across – what more could you want?
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Well shot, well directed etc, but I don’t love it. It felt artificial, cramped and insincere. You’d think Jacobs Creek would have a bit more respect for their consumers?
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“Nice! Well shot, well acted and gets the point across – what more could you want?” –
a little bit of realism? a little less gag reflex?
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Wow. Just got to say congrats to Miss Doherty my old Drama Teacher from ST Simon Stock!! We miss her loadsssss =[ but now shes a star 😉 x
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Why are the women so interested in Dans comments? He’s acts like tool! Look at his facial expressions and silly immature comments.
Congrats on losing the 35 to 45 male market with this ad. I don’t want to buy a wine associated with a tosser.
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