Sex sells — even for wine in the 1970s

The goofy thing about this 1979 TV commercial for Lancers Rose is not the clothes they’re wearing or the woman’s hair (kids, ask your parents and grandparents about those) or even that it’s for Lancers. The wine, still available but not nearly as well known, was a million-case seller in the years before the U.S. wine boom in the 1980s.

What’s most interesting is that the woman needs a bottle of wine to serve the rock star; the inference is that any woman in the target demographic who has a bottle of Lancers in the fridge will end up entertaining a hot guy. Update the clothing and hair, change the musical style, make it a little more risque, and it wouldn’t be surprising to see a similar ad for a current brand. Yellow Tail, perhaps? Or Little Black Dress?

I’ll leave any judgements about what that says about the wine and advertising businesses to you (and a tip o’ the Curmudgeon’s fedora to robatsea2009 at YouTube for the video).

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