DGB and GAS Advertising Agency have just launched the new TV campaign for the range of Douglas Green wines, looking at TV to break new ground for the brand.
The commercials use a likeable female lead who answers the question "Does she really need a man in her life?" The ad proceeds to show her doing various traditional male dominated chores around the house with happy contentment. Mowing the lawn, hanging a picture, changing a light bulb, and washing the car are given a whole new style and grace. She eventually admits that she does actually need a man in her life - Douglas Green - who she naughtily adds is always invited as she enjoys a sip of wine with her friends in her living room.
Russell Lund, Creative Director and owner of GAS Advertising Agency comments that although the "Which way Douglas Green?" TV commercial that ran almost 10 years ago was highly memorable, it didn"t say the right things about the brand to any specific market.
Together with Tim Hutchinson and the DGB marketing team, the agency aimed to create a message that appealed to the brand’s predominantly female target audience. The goal was to not only positively predispose them to Douglas Green, but also to show a brand that they can identify with, one that understands them - while deliberately showing in what context the wine is to be enjoyed.
The ad keeps the brand’s tongue-in-cheek sense of humour and the styling and tone echoes the quality of the wine - modern and contemporary with traditional values.
For more information contact Russell Lund at Gas Advertising on (011) 880 0305 or email
[email protected].