SAN FRANCISCO-Smooth and mellow are words that are easily associated with the music and style of jazz legends such as Miles Davis and Ben Webster.
Now, historic footage of these jazz greats is being used to send a similar message about the quality of Lockwood Vineyard's Merlot wine in a new $1-3 million campaign from SenaReider, San Francisco. The effort is tagged, "That good."
"We wanted to do something in the wine category that didn't entail white tablecloths and couples holding hands," said John Reider, agency principal and creative director.
The two 30-second TV spots are appearing in the Monterey, Calif., market to start, and will soon roll out to select markets nationwide.
Lockwood Vineyard in Monterey is a sponsor of the Monterey Jazz Festival. Reider said that was the initial motivation for using jazz musicians to promote the brand.
"Lockwood wanted a campaign that celebrates both jazz and [the winery]," Reider said. "So we tracked down vintage black-and-white kinescopes of jazz greats and re-edited them. No voiceover.
No hard sell. Just the musicians in performance. They say more than words could."
Print work, breaking soon in publications such as Esquire and Wine Spectator, echoes the TV campaign.