Actor Adam Scott always does a fine job of balancing dry humor with an everyman serious delivery and, in a new campaign for E. & J. Gallo brand Black Box Wines, the star of Severance, Parks and Recreation and Big Little Lies plays up that dry humor.
Scott plays “Savvy Man,” a connoisseur of a single brand of boxed wine—Black Box Wines. He is seen in a swanky library, admiring his Black Box Wine collection, which adorns the ceiling-high shelves of the room along with books and select art pieces. He acknowledges the camera as he slides down a ladder and tells people that they can be savvy like him if they pour themselves a lovely glass of Black Box. He then sits in a leather chair next to a pile of medals, which he claims comes from the fact that the brand is the most awarded boxed wine, as he suavely pulls another medal from his jacket.
The “Savvy Moves” campaign comes from independent creative agency Red Tettemer O’Connell + Partners (RTO+P) and highlights that consumers can get award-winning wines for less than many bottled wines. A second spot, “Savvy Gathering,” will roll out in the coming weeks. The campaign will run nationally across OTT and marks RTO+P’s first for Black Box Wines since beginning work with E. & J. Gallo Winery last fall. It also marks the debut of Black Box Wines’ first-ever brand spokesperson in Scott.
“We wanted to create a campaign to show regular wine drinkers how choosing Black Box Wines makes for the savviest choice. Adam struck us as the perfect spokesperson to deliver the message with a wink and a smile,” said Steve Red, president and co-chief creative officer at RTO+P, in a statement.
“A great wine that doesn’t take itself so seriously—which I didn’t even know was possible for an inanimate object,” added Scott in a statement.
In 2003, Black Box Wines became the first U.S. brand to offer premium, appellation-specific, vintage-dated boxed wines, which stayed fresher for longer than bottled wines once opened.
“Since E. & J. Gallo’s acquisition of Black Box in 2021, the marketing team has been on a journey to renovate the product and the brand, not only to ensure that the wine continues to overdeliver and win awards and medals, but also to design a marketing communications strategy that truly resonates with the savvy Black Box consumer,” Adrienne Daniels, senior marketing director at Black Box Wines, said in a statement.
Co-Chief Creative Officers: Steve Red and Steve O’Connell
Executive Creative Director: Todd Taylor
Account Executives: Carla Mote and Susan Fortin Baraczek
Photography: Mad Active Productions
EP: Michael McClellan
Photographer: Ian Spainer
Production Company: brother
Director: Ted Melfi
Director of Photography: Danny Moder
Executive Producer: Rich Carter
Line Producer: Magdalena Martinez
Editing House: RTO+P
Editor: Chip Schofield
Producer: Hope Krosskove
Music House: Milkboy
Media Agency: UM