New
campaign from MUH-TAY-ZIK HOF-FER reveals the farmer behind the grapes.
campaign from MUH-TAY-ZIK HOF-FER reveals the farmer behind the grapes.
LOS ANGELES—A new campaign for Tom Gore Vineyards uses deadpan humor to show that the
quality of a bottle of wine is rooted in the passion of the farmers who grow
the grapes. Directed by Eli Green of A Common Thread for San Francisco agency
MUH-TAY-ZIK HOF-FER, the three spots position the brand of the family-operated
California vintner as “A Farmer’s Wine.”
quality of a bottle of wine is rooted in the passion of the farmers who grow
the grapes. Directed by Eli Green of A Common Thread for San Francisco agency
MUH-TAY-ZIK HOF-FER, the three spots position the brand of the family-operated
California vintner as “A Farmer’s Wine.”
One spot opens on a couple examining
the label of a wine bottle in a small shop. As the husband wonders aloud, “Who
is Tom Gore?” the camera whip pans to reveal that the wine shop is literally situated
in the middle of a vineyard, and there’s Tom himself, riding a red tractor. The
emphatic voiceover supplies the answer to the husband’s question, “Tom Gore is
the guy in the fields, making sure that the wine’s flavors are balanced…and
smooth.”
the label of a wine bottle in a small shop. As the husband wonders aloud, “Who
is Tom Gore?” the camera whip pans to reveal that the wine shop is literally situated
in the middle of a vineyard, and there’s Tom himself, riding a red tractor. The
emphatic voiceover supplies the answer to the husband’s question, “Tom Gore is
the guy in the fields, making sure that the wine’s flavors are balanced…and
smooth.”
The other two spots utilize
the same whip pan device to connect Gore and his crew with wine lovers. One
notes that “Tom Gore is not just a label; he’s a real guy who farms grapes.” In
the other, the distinctive voiceover cautions a woman who’s about to toss out a
bottle that’s not quite empty. “You weren’t about to waste the hard labor or
Tom Gore and his crew, were you?” She retreats under the disbelieving stares of
the grape pickers.
the same whip pan device to connect Gore and his crew with wine lovers. One
notes that “Tom Gore is not just a label; he’s a real guy who farms grapes.” In
the other, the distinctive voiceover cautions a woman who’s about to toss out a
bottle that’s not quite empty. “You weren’t about to waste the hard labor or
Tom Gore and his crew, were you?” She retreats under the disbelieving stares of
the grape pickers.
Green shot the
commercials in the actual working vineyard with a cast that included Gore and
his real-life workers. Despite the incongruity of the situations, they maintain
deadpan expressions throughout. “The humor is not in the action. It’s in the
moments in-between, the awkward silences, the pregnant pauses, the stares of
disbelief that linger just a moment longer than necessary,” says Green.
commercials in the actual working vineyard with a cast that included Gore and
his real-life workers. Despite the incongruity of the situations, they maintain
deadpan expressions throughout. “The humor is not in the action. It’s in the
moments in-between, the awkward silences, the pregnant pauses, the stares of
disbelief that linger just a moment longer than necessary,” says Green.
Green adds that he spent
a good amount of time speaking with the farm workers to get them to relax and
coax the simple, natural performances he needed. “I wanted them to be
comfortable on camera,” he recalls. “The fun thing was talking to them about
their process. I learned more about farming than they did from me. It was
magical.”
a good amount of time speaking with the farm workers to get them to relax and
coax the simple, natural performances he needed. “I wanted them to be
comfortable on camera,” he recalls. “The fun thing was talking to them about
their process. I learned more about farming than they did from me. It was
magical.”
Credits
Titles: Who is Tom Gore?, Every Drop of Wine Counts, The Real Farmer Behind the Wine Label
Client: Tom Gore Vineyard
Agency: MUH-TAY-ZIK HOF-FER. Jeremy Diessner, Associate Creative Director; Adam Arber, Associate Creative Director; Stevan Chavez, Art Director; Mike Gallucci, Copywriter; Ashley Gullicksen, Account Manager; Michelle Spear, Nicholson Head of Production; Megan Ubovich, Agency Producer.
Production: A Common Thread. Eli Green, Director. J.P. McMahon and Tristan Drew, Executive Producers. DP: Topher Osborn
Creative Director
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