OneHope wines, which gives a portion of its sales to charitable causes, recently selected Erich & Kallman, the San Francisco-based agency launched by Eric Kallman and Steve Erich this past May, to create its first campaign and the agency just launched the humorous debut spot, “Faircloth Wines.”
“Since most of our marketing dollars go toward donations to our nonprofit partners, it was important to find an agency that was able to efficiently deliver strong, concise creative,” OneHope CEO Jake Kloberdanz. “We tapped the creative expertise of Erich & Kallman, and from their rich history of creating impactful content, we ended up with a spot we’re all proud of.”
The ad opens on a young man strolling his family’s vineyard, who readily admits that he’s loaded. He goes on to cite humorous examples of said exorbitant wealth, such as hiring someone just to make smoothies in the morning, using humans dressed as chess pieces to play chess on an oversized chess board and his mother’s horse’s lasik surgery.
It’s all an elaborate setup to introduce OneHope, which tastes as good as his family’s wine, except, “you normal people can actually afford it” and, better yet, contributes towards worthy causes. He doesn’t care if you buy OneHope instead of his family’s overpriced offering, though, he’ll be rich. The agency also created Faircloth Wines page on the company’s website
Erich & Kallman originally imagined an older actor in the role, “But we decided to cast a wide net and see what we were able to find,” Kallman explained to Adweek. “It turns out the talent we discovered made the idea not only funnier and less expected, but the idea hit harder. A spoiled rich kid is even more easy to hate then a rich old man.”
The original script for the spot was a good deal longer than the finished product, he said. “We ended up cutting it down in the edit to what we think makes for the most entertaining video possible.”
“It was especially cool that OneHope was up for having fun with the stereotype of a rich winery owner, considering the great work they do is through partnerships with a number of the most successful wineries in the world,” he added.
The ad follows Erich & Kallman’s recent spot for Gusto, a company that makes software for HR professionals, and its first work for Chick-fil-A in July, for which the agency has been awarded project-based work.
Credits:
Client: OneHope
Agency: Erich & Kallman
Creative Director: Eric Kallman
Managing Director: Steve Erich
Head of Accounts: Kate Higgins
Producer: Jill Garrison
Production Company: Biscuit Filmworks
Director: Aaron Stoller
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Peter Owen
Head of Production: Rachel Glaub
Director of Photography: Bryan Newman
Editorial Company: Arcade
Editor: Jeff Ferruzzo
Producer: Gavin Carroll
Graphics: Central Office
Designer: Max Erdenberger
Original Music and and Mix: Barking Owl
Creative Director/EP: Kelly Bayett
Composer: Houston Fry
Mixer: Patrick Navarre
Color: Company 3
Colorist: Sofie Borup