Novak Djokovic stars in new ‘Made by Moments’ branded content series for Jacob’s Creek
Novak Djokovic is the centre of another branded content series, with Jacob’s Creek launching films showing the tennis champion opening up about some of his favourite dining experiences.
https://www.youtube.com/watch?v=Fvu-AKr4dgA
The wine brand has revisited last year’s ‘Made by Moments’ series, starring the recently-crowned Australian Open champion in two new films which launched online in mid-January and will run throughout the year, globally.
The first film sees Djokovic and wife, Jelena, reliving their near-disastrous first date in a light-hearted fashion.
Cummins & Partners is behind the campaign which will run throughout the major tournaments of the year.
Djokovic was also the star of a content series with ANZ Bank, in which he talked about different ways of inspiring himself, and in which his wife also made a cameo appearance.
https://www.youtube.com/watch?v=dSVl1XeStZQ
The second ad in the Jacob’s Creek series sees Djokovic revisiting a childhood memory, describing a traditional Serbian tradition.
https://www.youtube.com/watch?v=DsrczQoiza4
“This year, we continue with a story that is closer to the brand,” ” said Kirsty Muddle, chief innovation officer at Cummins & Partners, in a statement.
“We know Jacob’s Creek consumers are engaged with the tennis and we also know they love food. Beyond the taste of it, it’s the ceremony in serving it, the occasion it creates and the memories these occasions leave us with that Jacob’s Creek celebrates.”
Client: Jacob’s Creek – Pernod Ricard Winemakers
Advertising Agency: Cummins & Partners
Executive Creative Directors: Ben Couzens & Jim Ingram
Chief Media and Innovation Officer: Kirsty Muddle
Group Account Director: Hayden Isaacs
Senior Account Director: Polly Aspinall
Senior Account Manager: Alex Grivas
Head of Broadcast Production: Jess Thompson
Director: Steve Callen
Production Company: The Director’s Group
Cinematographer: Matthew Chuang
Post Production: John Holmes (Offline), CJ (Grade) & Graeme Phillips (Online)
Sound Production: Dylan Stephens (Risk Sound)
Music Composer: Justin Pounsett (The Audio Embassy)
Stills Photographer: Amanda Fordyce
PR Agency: One Green Bean Australia
Digital Agency: IMPERO London
Integrated Communications agency: BD Network
https://mumbrella.com.au/sean-cummins-branded-content-bothers-me-since-when-did-we-need-to-disguise-advertising-323498
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Lovely touch guys
Carefully under done
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Well said anonymous… was thinking the same thing
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Salim Mehajer will be watching these and thinking “I would have added a few explosions and way more guns”.
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Hi Mitch, LM and…. ummmm… Anonymous
What we have done for our clients is..and always will be… advertising.
My point is… and always will be…don’t forget to make the brand and the intrinsics of the product the reason for the content.
This is a beautiful campaign. We always hesitate to call it branded content within our agency. That’s an industry buzzword, not ours. We call it advertising.
I’m very proud of our client , the team and the director and production team.
My best
Sean Cummins
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Sean, it’s a lovely ad. Really nicely done. Gentle, warm, and honestly engaging. Don’t get me wrong.
It’s just that barely four months ago, in your speech as linked to by ‘Anonymous’ you DID nail your colours to the mast and say “The whole idea of branded content kind of bothers me because since when has there been a need to disguise advertising.”
You then posed the question “Is it our role to blur the line between the selling message and editorial? It’s my opinion that consumers don’t mind being sold to so does the blurry line make the sales message more covert, indirect and potentially lacking sincerity because it is trying to be something it is not?”
Now admittedly you ALSO said “Branded content relies on the storytelling, authenticity and transparency” – and this campaign delivers on that in spades. So, again well done.
But surely you can see that this big branded content play still remains at odds with your earlier position.
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