Lockwood Mellows to Old Jazz

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.,