This 2016 ad for San Giuseppe Wines reminds us that when in doubt, flash some skin
One constant throughout the Wine Curmudgeon’s TV wine ad survey has been model-quality men and women baring their skin. Which is exactly the case with this ad for San Giuseppe Wines, an Italian label that sells for about $12. How much longer could the shot last when the guy pulls himself out of the water?
My guess, since the ad is for pinot grigio, is that the swimmer is supposed to appeal to the pinot grigio demographic — the infamous women of a certain age who buy almost all the pinot grigio in the U.S. The ad’s goal? Get them all hot and bothered so they will race to the store to buy San Giuseppe.
In this, it’s not necessarily any worse than any of the others in our TV wine ad survey. It’s just more of the same. Is it any wonder I worry about the future of the wine business?
Video courtesy of QUE Productions via YouTube