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

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22 thoughts on “TV wine ad update: Does this Kim Crawford commercial make any sense?

  • By O.T. Grid - Reply

    I like the ad (and the wine). I’m guessing that just about anyone who knows anything about wine is familiar with Kim Crawford S.B. – for sure the ad is not helpful to those folks. I’m thinking the ad is pointed at the rest of the world… I think it projects a likable/modern/stylish/fresh image of Kim Crawford and avoids a bunch of wine-talk B.S.

  • By Jh - Reply

    Are the only people that drink this brand of wine skinny beyond normalcy? There’s not one robust person in their commercial. Does Kim Crawford only want super skinny people drinking their wine? I don’t get it.

    • By Diane - Reply

      That’s what I thought! I’ve only seem this commercial for a few days, but SERIOUSLY, there’s not a woman in it over a size 2!!! Screw Kim Crawford, if she approved that commercial. Assuming she’s even a real person.

  • By Diane Russo - Reply

    Why does the most recent commercial have super skinny skeletal women in it? Truly sending a bad message to young women, that to be chic and not ordinary you should drink wine and be beyond thin. Very disappointing, because the wine is decent, but won’t buy anymore.

    • By Wine Curmudgeon - Reply

      If you search the blog for other posts about wine TV commercials, you’ll see the same thing for the past 40 years. Sex sells wine, or so the marketers think.

  • By Judy Ball - Reply

    Is it possible that you could tell me the name and the artist of the music from the 2017 Kim Crawford wine commercial?

    Thank you very much.

    • By Chris Q - Reply

      A commenter on named Jack Xavier Greene said the song may be an instrumental of M83’s Midnight City. On comparison, does sound pretty close to me.

  • By Chinue X - Reply

    The appeals to the WP who work in the Tech field.

  • By Chinue X - Reply

    What I’d like to know is WHO MADE THE MUSIC?

  • By Mike Andersen - Reply

    I find the commercial to be creepy. Reminiscence of early sadistic films. The Stylish gathering to to watching torture, forced sex, and death.

  • By Jennifer - Reply

    I hate the commercial. It reminds me of Steve Mnuchin’s “I’m better than all of you little people” wife. Not only doesn’t it make me want to try the wine, it makes me actively think I would never buy this wine.

  • By Donnamarie - Reply

    Noticed a woman wearing this great black off the shoulder short sleeve zig zag top / madew& my girlfriend notice the wine!!!!

    We’d love to know the designer of that garmet and where we could purchase the top. Will definetly will be the wine too!


  • By Charlotte Graves - Reply

    I just can’t get past the skeleton with the draping green pantsuit. Everytime I see this commercial I make a note that the producer is obviously out of touch and they don’t want my size 9 body partaking of their wine. Even worse, not a soul in the commercial looks like they would drink wine without planning a restroom trip to purge..

    • By Sylvia - Reply

      Thought it was just me being overly sensitive, but so agree with you. How is this real and what universe do these people live?

  • By Jason Stone - Reply

    Commercial is terribly annoying. What’s the deal with the African American woman twirling with the wine bottle raised in the air? Stupid, stupid commercial

  • By Darlene - Reply

    I did not know who or what Kim Crawford was/is, so Google to the rescue. Then I found this post. I have seen this ad about 8 times or so, however, I still do not like it nor understand it.
    Yes, sex is a marketing tool, and, apparently if you can afford to live in Manhattan, and run an ad on Craigslist stating you are an artist looking for female models, you best have Kim Crawford wine.

  • By June - Reply

    I immediately noticed all the anorexic unhealthy looking people when I saw this ad. A competitor should make a commercial where an average sized group crashes the hoity toity party.

  • By Tracey Koches - Reply

    This commercial looks like an advertisement for alcoholics anonymous. They all appear to need rehab for anorexia. Good grief pull this ad!

  • By Karen Legg - Reply

    They have just started running this commercial again here, and every time I see it, I get angry. They look like they went to the rehab center for anorexics to get the women. Guess they heard the camera adds 10 lbs. None of these females could afford to be 5 lbs. smaller in real life. The girl in the green jumpsuit especially, looks like a stick with a wig stuck on top, and has to way over swing her hips to even make it look like there is any movement. She looks like a child drinking wine. Therefore, I refuse to buy this brand of wine. This is NOT Sexy by any means!!! I certainly hope my daughters don’t feel, because its on tv, that that is what is suppose to be sexy, because it is the exact opposite. It might as well be a young boy in women’s clothes.

  • By Janice - Reply

    Anorexic? Drink Kim Crawford wine. That’s the subliminal message the add attempts to send to me. Instead, I see drink this wine and you too will look like sad starving lonely people . Too bad for them that add failed miserably. What idiot ok’d this add. Come on just how obtuse and detached is this company? First time I’ve herd of them and if this is what they think happy healthy people look like, I bet they shop only at Abercrombie & Fitch.

  • By Bill - Reply

    Super anorexic people are the only ones who can drink this wine. Terrible message.

  • By Dawn - Reply

    This commercial drives me crazy and so tired of it. The girl in the green amuses me because the way she walks reminds me of the “keep on truckin” guy/cartoon of the 1970’s

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