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To all the wine snobs out there: Everyone laughs at your labored and ridiculous descriptions of that glass of pinot noir you’re drinking, with its “playful top notes” and “hint of raked leaves.”
Bonterra Organic Vineyards takes direct aim at this ripe-for-parody practice in a long-form ad, with characters sipping, swishing and raving about the wine’s “big ethically farmed finish” and “ancient farming techniques.”
“The nose on this is biodiversity,” says one woman, though the actual flavor is closer to bright cherry, raspberry and toasted oak since she’s drinking the brand’s cabernet sauvignon.
Titled “Tastes like saving the planet,” the campaign is the first work for the California winery from agency Humanaut, which has finely honed its cheeky approach to earth-friendly and better-for-you brands via work for clients like Organic Valley, Suja and Merryfield.
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