While I was watching the E! Network the other night, I was intrigued by this commercial. Initially, I tuned it out because I assumed that it was another trailer for a Batman or thriller movie. When it came on again, I paid attention. We’ve all seen commercials for Disaronno, Bacardi and Grey Goose, but I don’t recall ever seeing a commercial for wine.
This commercial demonstrates the concept of keeping the continuity of the message. Yes, they do not show people drinking the wine (as they do in other commercials) but they used an element of surprise and then explained what the commercial was about. Although the flashes of the wine bottles happens a little fast, I think it shows that there is a wide variety of wines to choose from for those who like sweet, dry, red or white.
Additional commercials show it as an everyday and every occasion wine and their tag line “open for anything,” ties this in seamlessly. I like this commercial because it draws me out of my creative box by thinking of how to play off names and relate them to other ideas, all while keeping the continuity of the brand.
Here is the link to see their other commercials: http://www.discoveryellowtail.com/fun/videos.php
