Tag Archives: TV wine commercials

Hendrick’s gin: How to do a TV booze commercial

This Hendrick’s gin TV ad puts most wine advertising to shame

A friend of mine, a woman who hits the wine demographic sweet spot, doesn’t drink gin, doesn’t buy gin, and doesn’t like gin. So I asked her to watch this Hendrick’s gin TV commercial.

“Wow,” she said. “I want to buy Hendrick’s gin.”

In other words, one more example of how the booze business – save wine – understands TV advertising. We get the Roo; spirits drinkers get something clever and enticing.

What makes this commercial work?

• The bit about “oddly infused with rose and cucumber.” All gin is infused with herbal and vegetable flavors, but this ad defines the point of difference between Hendrick’s and other gins.

• The animation, a cross between Terry Gilliam and William Gibson. It fits perfectly with the rose and cucumber line.

• No cliches. No almost naked babes, no wine drinking stereotypes, no frat house humor. This is a classy product, says the ad, and you’ll enjoy it. Would that someone in wine understood that approach.

I was talking to a friend the other day, a leading wine industry type, and wine marketing came up. His point was almost chilling: What passes for quality wine marketing, he said, is convincing people Carlo Rossi is a real person.

No wonder I worry about the future of the wine business.

Video courtesy of Hendrick’s Gin via YouTube, using a Creative Commons license

More about TV wine ads:
What was James Mason doing making a Thunderbird TV commercial?
Is this the greatest TV wine commercial ever?
TV wine commercials aren’t getting any better

Someone likes one of those Yellow Tail TV ads — really

Is it possible that this Yellow Tail TV ad isn’t awful?

Yellow Tail, the Australian grocery store wine, has come in for a fair share of criticism on the blog for its TV commercials. Which, to put it nicely, are everything that has been wrong with TV wine commercials for 60 years – pretentious and snotty, as well as emphasizing that we need Yellow Tail to hook up with a hot chick.

Because, of course, that’s what we associate with $7 supermarket wine.

The intriguing thing about this Yellow Tail ad from 2012 is not that it is different. It isn’t. It’s more of the same, and told in the same annoying, “I drink Yellow Tail, so I’m cooler than you are” way. What’s intriguing is that someone likes it – several someones, if the comments on the ad’s You Tube page are to be believed.

“Very cool commercial nice use of motion graphics,” says one comment. “Great commercial….I always have to stop what I’m doing to watch……Great music too!” says another.

Far be it from me to suggest that all this praise isn’t legitimate, though it’s worth noting that all 10 comments are uniformly gushing (and that fake praise is currently bedeviling the Internet). Then again, maybe I’m missing something, and the ad is truly genius. If so, does that mean I have to like the infamous Yellow Tail “pet my roo” ad?

Chill a Cella: Now we know why more Americans don’t drink wine

Chill a Cella: A cheesy mustache and bad Italian accent do not make for a great TV wine commercial

This 1979 “Chill a Cella” commercial for Cella Lambrusco, a sweet Italian red, makes me wonder how Americans ever embraced wine. Certainly not from this, which is far from funny, annoying, sort of offensive, stereotyping, and particularly poor marketing. I’m going to drink this wine because some guy with a bad Italian accent and cheesy mustache likes it?

Ironically, the U.S. enjoyed a mini-wine boom over the next decade, before consumption bottomed out in 1989. It didn’t reach the 1979 level again for 10 more years. Maybe it was a hangover from all that Cella.

Video courtesy of Bionic Disco via YouTube

More about TV wine commercials:
Is this the greatest TV wine commercial ever?
Watch this beer spot to see how TV wine ads should be done
James Mason and Thunderbird

TV wine ad update: Does this Kim Crawford commercial make any sense?

Why would anyone think this Kim Crawford commercial would convince someone to buy the wine?

Another entry in the blog’s continuing effort to upgrade the quality of TV wine ads. Or, in this case, to understand what the point is of this Kim Crawford commercial – and why anyone would make it.

Because it’s certainly difficult to understand. “Undo ordinary?” As opposed to “Do ordinary”?

I suppose we should be grateful that it’s not as juvenile as this year’s Yellow Tail ad, or that it doesn’t resort to the the usual crowd of well-groomed, sun-burst young people laughing and drinking wine, with a dog frolicking in the background.

But that’s far from enough to make this Kim Crawford commercial successful. It’s especially disappointing that Constellation Brands, which owns Kim Crawford, is supposed to be one of the smartest wine marketers around, and should be able to do better than this. What does it say about TV wine ads that the company and its agency thought this effort was a good idea?

Video via Kim Crawford Wines on You Tube, using a Creative Commons license

TV wine commercials aren’t getting any better

One more TV wine commercial that isn’t funny or effective

The Wine Curmudgeon has made a minor study of TV wine commercials, trying to figure out how they can be so bad given that Americans invented TV advertising and so much of it, even the local stuff, is terrific. And I still can’t figure it out.

The latest example? This ad for an iPhone wine app, which combines sex, Airplane!-style humor, wine snottiness, and more sex. Needless to say, it’s a mess, and I can’t tell what the point is. Is the ad making fun of wine to sell its product, is there something so hip going on that I’m too old to understand it, or is the entire thing just dumb?

Check it out below (courtesy of Wine Notes on YouTube), and let me know if you can tell what’s going on. Maybe this is what the ad was trying to do, eh, Shirley?

More about TV wine ads:
Riunite on ice — so nice
When Blue Nun ruled the world
TV wine ads: 40 years of awful