oenophile complex

To coincide with the debut of Beaujolais Nouveau 2000, French winemaker Les Vins Georges Duboeuf re-cently launched its first TV spot in the New York metropolitan area.

Titled “Bad Dream,” the commercial uses humor and a surreal dream sequence—which focuses on the colorful and distinctive Duboeuf label—to enhance brand awareness. In the spot, a man’s nightmare features mask-wearing young people who try to take away his vino.

“We wanted to reach a younger urban demographic, consumers in the 25-35 range,” said Richard Long, president and creative director of Long Advertising in New York. “Since the product is only out three months a year, our strategy was to convey the feeling of limited availability. You have only a short time to buy the wine.”

The ad, which began airing last month, is re-ceiving heavy airplay on cable networks, such as A&E and VH1. It will continue to run throughout the holiday season.