Poulter Partners, the Leeds agency that produced the campaign, said the executions are an attempt to break away from the usual conventions of wine promotion.
The ads focus on Scipione Luca Guiliani and are inspired by his obsessive dedication to producing wine he can be proud of.
One ad carries the headline: "My wife, my children, my wine. But not necessarily in that order." Another reads: "My wife says I think about my wine every waking minute. Not true, I also dream about it."
The Da Luca brand is being introduced in the UK by Western Wines, which also distributes Kumala, South Africa's fastest-growing wine brand.
The ads were written by Gary Delaporte and art directed by Mick Craven.
Media planning and buying for the campaign, which will break in national newspaper supplements this Sunday, is handled by MediaCom.