A Common Thread Director Eli Green has directed a launch campaign for Club W and Los Angeles agency TVGla that employs dry humor to position the new wine club as the choice for bold women…and men.
In #WINEing, a woman dressed in a floral print kimono extols her “bold taste” while perched atop a rotating bed in a room filled with her eclectic belongings. She points to a pop art painting hanging on the wall and notes, “it came from a tween country star’s personal collection.” As she proudly points out other carefully selected treasures, her paramour “Paolo,” a well-oiled, Italian stud-muffin, performs tai chi in the background. The woman’s discriminating sensibilities are also apparent in her choice in wine: “a small lot Cabernet Sauvignon from Club W.”
The spot is designed to appeal to younger women (and men, of course) through its ironic humor and self-assertive spokesperson. “The beauty of the spot is that it presents an uncompromising woman who knows what she wants,” says Green. “In the media generally, there are a lack of female protagonists in power positions. That’s why I was so excited about the script.”
AGENCY: TVGla, Los Angeles. Dimitry Loffe, CEO; Chad Weaver, director of client services; Ryan Kite, VP/Strategic Services; Julie Gargan, Executive Creative Director; Car Rafanan, Creative Director; Sarah-Marie Glass, Producer; Ewan Anderson, Senior Producer.
PRODUCTION: A Common Thread. Eli Green, director. J.P. McMahon and Tristan Drew, Executive Producers; Jason Richardson, Producer
EDIT: Beast. Dean Gonzalez, Editor; Joel Signer, Producer; Peter Hullinger, Executive Producer.
VFX/POST: Brewster Parsons. Louis Mackall, VFX Supervisor/Lead Flame; Alex Carlson, Producer; Darcy Parsons and Jason Cohon, Executive Producers.
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It's a fun twist on "whining", but they could have gone a little more unexpected on her eclectic items. Though I do appreciate that she sold her kidney for that pop art.
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