TBWA/London's first TV work for Virginwines.com features a belligerent bottlebank berating unsuspect-ing visitors for their choice of drink.
The campaign, which consists of 30-, 20- and ten-second spots, uses a hidden camera to focus on a broad range of people using the bottle bank, many of whom receive pithy rebukes. A smiling figure in glasses is told: 'If only your taste in wine was as broad as your imbecilic grin.' A young Italian's choice of wine is berated: 'Call yourself a Latin lover?' The unfortunate man is then challenged to a 'scrap'.
Other people include a man who mumbles sorry when ordered to 'apologise for your unadventurous choices'; a woman who has her wine bottle returned to her by a hand emerging from the bottle bank, and an old gentleman who is stupefied when the bottle bank, dismayed with the UK's drinking habits, asks if he has a gun and demands to be shot.
The campaign aims to encourage drinkers to indulge their inner connoisseur rather than settle for their regular tipple. 'We think buying wine should be as fun as drinking it,' Virginwines' marketing and PR director, Chris Mitchell, said. 'We want to give everyone the confidence to choose new and exciting wines. The best way to learn about wine is to drink it.'
The TV debut of Virginwines, which launched last summer, aims to raise the website's profile as it competes with rivals such as madaboutwine, rouge-blanc and vintageroots in the run-up to Christmas.
The ads break on 5 December in the centre break of Channel 4's Floyd on Wine, running through to Boxing Day before being rolled out across national TV.
The ads were written by Alan Moseley, art directed by Graham Cappi, directed by Chris Mudge and produced by Mustard. Media planning and buying is by Manning Gottlieb Media.