fcb, gallo in a sultry mood

A warm fire, a plate of cheese and large goblets brimming with rich, ruby-colored E. & J. Gallo Merlot. That’s the scene that busy couples should aim for after a long day, according to a new 30-second TV spot from Foote, Cone & Belding, San Francisco.
The spot (shown here) shows an attractive couple tidying up after putting the children to bed. The husband emerges from the kitchen, Merlot and glasses in hand, and sits down on the couch with his wife. He pours her a glass of wine, and with a come-hither look that makes her blush, offers a deep, sexy “Hello.”
The voiceover says, “There are some things you’ve come to count on: the wines of Ernest & Julio Gallo. The tagline is, “It’s your time.”
The campaign, which broke nationally late last month, is FCB’s first major effort for the E. & J. Gallo brand since picking up the estimated $3-5 million account in March. FCB’s total billings with the Modesto, Calif.-based vintner are estimated to be $20-$30 million.
–Jane Irene Kelly