Tag Archives: marketing

You don’t really need to sell me on wine. I’m Italian so I’ve been drinking wine since I was about 12, have a wine fridge that generally stays full despite my best efforts, and have family that works in the wine industry (this helps with the aforementioned “keeping the wine fridge full” bit.) Thankfully enough I also live in California, home to some of the best wine regions in the world (suck it France!) (Just kidding.) (Like 90% kidding.)

Here’s the other thing: I don’t really care if you’re marketing something, just so long as you entertain me while you’re doing so. Dollar Shave Club, Old Spice, hell (some) movie trailers are exactly this concept writ large. Especially with the growth of Youtube as a sharing platform, companies and industries continuously try and fail at online marketing because they play it too safe and think the product is more important than the message.

And then there’s Paso Robles Wine Country, who apparently decided “Fuck it, let’s have fun with this thing” and then actually did. Honestly, I expected it to fall short – to hit the pitfalls that 99% of other attempts do. I was wrong – not only is it actually really entertaining, but they did so while still getting their message across.

Good on you Paso Robles Wine – I think I’ll have to check you out again in the near future.

There are moments when working in branded entertainment impacts my judgement on what is awesome, and this is one of them. Created by the digital agency Mekanism, this Method ‘anthem’ is definitely an advertisement, but not in the tradition sense. There’s something very internet-specific about it that makes me love it. Maybe it’s the close ups, the music choice, or the hipster styling, but it reminds me of a video that could possibly be made by OK Go.

Despite all the madness (drums, lite-brite wall, balloon half pipe), one thing is clear. Method is one of the companies that ‘gets it’. Digital distribution is different than television. And if audiences are going to click on your video and spend the time to watch it online, they want to be entertained.

So touche, Method. I’m convinced that you are the coolest. If I didn’t already use your products, I would now.