Euro RSCG Sydney launches global ‘Always stay true’ ad for Jacob’s Creek
Euro RSCG Sydney has launched a global ad campaign for winemaker Jacob’s Creek.
The ad trumpets the brand’s ‘Always stay true” positioning, celebrating “those who follow their heart, stay true to their passions, live on their own terms.”
http://youtu.be/LteHL3f6odM
According to Jo Adamo, Jacob’s Creek’s global marketing director, the campaign aims to encourage re-appraisal of the Jacob’s Creek brand and increase awareness of the premium range – Jacob’s Creek Reserve.
Adamo said: “We’ve always stayed true to our heritage, our values and our passion for making great tasting quality wines. Through this campaign we want to celebrate people who share our belief in staying true.”
Bloody awful.
Bad V/O. Clunky editing. The whole thing just felt fragmented. Deneen’s pictures coming in were nice, but it felt like he didnt have much say over the post.
To top it off, they forgot to stretch out the vision to widescreen before uploading to youtube. Its squashed. Well done.
My initial response when I saw the guy taking off his tie coming out of the office was that it was a mickey take from a Gillete ad. Moving beyond that, this is a very difficult category where brand name recall and credility is everything so it could well work in overseas markets and in the burbs even though it wont appeal to the metro crowd.
True character = taking off tie
Following your heart = going for a bike ride
Staying true to your passions = going surfing
Live on your own terms = having a hipster city apartment
Wut?
I thought it was just a corporate video. Great brands like Jacobs Creek deserve so much better than this. Fred’s right – one horrible cliche after the other.