Barefoot Wine's New Ad With Aubrey Plaza Takes Place in Kenan Thompson's Dreams

Brand had to rewrite the ad to move the party after Covid-19 hit

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Barefoot Wine debuted its new wine-based hard seltzers earlier this year, and had planned to launch a summer campaign in April featuring them in spritzers. The campaign, which would have been the brand’s first for TV, stars Parks and Recreation’s Aubrey Plaza and Saturday Night Live’s Kenan Thompson.

But after the coronavirus pandemic upended marketing plans in nearly every category, Barefoot had to hold off on airing the 30-second spot—ultimately relocating the party into Thompson’s dreams, using voiceovers to shift the message.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in