Bogle wines are around $10 a bottle. Most people don’t want to spend much more than that on a bottle. They aren’t wine snobs or critics. They just like wine. So Bogle has always kept their prices low and attainable for regular people to afford.
And the Bogle Family doesn’t waste their money on flashy things. And advertising is considered a flashy thing. So when we were coming up with ideas, we had to figure out how to make big TV spots that would run on Hulu alongside some big productions, without spending much money.
The truth is, most people aren’t pairing their wines with fancy foods. They’re drinking them with pizza and a TV show or a ball game. So we came up with our “Better with Bogle” campaign based on the notion that plain, old everyday life activities are made just a little better with a glass of wine. Good things become great. Great things become exceptional. Lousy things become, well, less lousy. Pretty simple, but true. See the campaign HERE.
But the campaign is based on all the different things made Better with Bogle. Scripts were packed with scene after scene, but shooting it all was not an option. So we laid out each spot scene by scene and began sourcing existing footage incorporating a variety of looks and feels so it felt more overwhelming.
The variety added to the chaos that is real life, the very thing that Bogle makes better. Different scenes were sourced by different people at the agency which added another layer of variety. Of course, we wanted to make sure the spots communicated with the volume off for those Hulu watchers who mute our beautiful commercials. So we designed unique pieces of type, all different fonts, for every scene.
A lot of clients might say, “No, no, no, you must use our brand-type face for everything.” But the Bogle folks were amazing. They got it. Every scene needed to feel and look different. But we still needed to get actual Bogle wines into the scenes. And we considered using AI to fake it and given the quick cuts it would have probably been fine. But Bogle had a print shoot already planned. So we piggybacked onto that production day at quickly shot multiple scenes using a few actors, a few people from Bogle and anything else we could get.
Then our editor added a few more secret shots he had stashed away god knows where and the result is a montage of moments in life that feel real and diverse and messy, just like life. Which is always better with Bogle.
Thanks Division of Labor, 1606, Seamless Content and the folks at Bogle Vineyards.
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The Freelance Copywriter San Francisco Blog is written and produced by Josh Denberg; a top freelance copywriter, creative director, content writer and founder of Ad Agency Division of Labor. Click HERE to discuss a project.