MKTG launches ‘Awkward’ OOH ad for McGuigan Wine
McGuigan Wine has extended its ‘Bring a McGuigan’ brand campaign by launching a series of new out-of-home ads showing people cringing as they drink terrible wine.
Created by MKTG, the ads remind people to bring a McGuigan Wine next time.
The ad will roll out in print, office display ads, social media and out-of-home nationally.
Roger Maconachie, senior brand manager at McGuigan Wines, said the wine category is “highly fragmented” and the ‘Awkward’ campaign stands out as an idea.
“The strength was is in its simplicity and recognition of many Australians’ irreverent sense of humour toward wine etiquette.”
MKTG won the McGuigan Wines account in a competitive pitch process.
Cam McGeachie, general manager at MKTG Sydney, said in a statement: “This campaign demonstrates MKTG’s power as a strategic and creative business, and we look forward to seeing it drive real retail ROI for McGuigan Wines in Australia and overseas.”
Credits:
- Client: Roger Maconachie, Senior Brand Manager, McGuigan Wines
- Advertising Agency: MKTG, Sydney
- General Manager : Cam McGeachie
- National Strategy Director: Michael Blumberg
- Creative Lead: Owen Kane
- Account director: Erin Hunter
- Production: Susan Sheehan
- Photographer: Kenny Smith
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The talents expressions are overcooked, the campaign looks contrived.
Dial it back a little.
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Love seeing these billboards – they’re funny and make the brand stand out. I think the faces are exactly what make them good! Bravo for a fun campaign in a normally dull and conservative category.
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There’s some fun in the idea, but I think it can backfire. I see one of these driving home daily, and in the 1-1.5 seconds I can glimpse it, I only perceive the angsty face and the brand. Not a good association.
Better for when there’s more time to absorb the messaging (e.g. print), rather than an instantaneous reaction (e.g. billboard).
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Yes the expressions are over the top. So you can read them from across the street. I often see outdoor ads where the text is too small to read from a car, or the execution too subtle to take in while you are going past on a bus. This is made by someone who is actually thinking of the context in which the ad is viewed.
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I totally agree Mike. The facial expression of disgust combined with the direct branding association of McGuigan is in my opinion going to lead to people associating disgusting wine with McGuigan.
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I’m with Mike #1 on this. I see it going home several times a week and my association is 100% brand + bad face = don’t buy. Why brands set out to associate themselves with negativity always surprises me. You’re all assuming consumers spend a lot of time reading your ads and forming educated opinions but only us advertising / marketers do that.
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Completely agree
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I had this exact idea only with dark chocolate and this was a concern of mine too.
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