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