Bordeaux wines Christmas ad 2016

The Bordeaux Wine Council (CIVB) has launched a Christmas campaign in an effort to ‘promote the diversity’ of wines from the region among UK consumers in the run-up to the festive season.

Running until 23 December, the animated Yuletide commercial - which made its debut this week on Channel 4’s On Demand service - is based on a string of twinkling fairy lights comprising red, white and rosé-coloured bulbs to represent the three main types of wine. It features the message ‘The more you look, the more you discover’.

In line with recent ads for Bordeaux wines, the ‘simple’, colourful artwork aims to communicate the accessibility of price, styles and ‘a sense of fun’, to capture the attention of younger shoppers.

The UK push - meant as a ‘refreshing alternative’ to ‘traditional’ Christmas advertising - will run across digital media platforms including Time Out, Stylist and national newspaper titles. It will appear in MPU banners and in-skin ads on mobile, as well as running across selected YouTube food, drink and lifestyle channels.

Whether it was “crisp white, a smooth red or a delicate rosé”, there was a Bordeaux wine that would appeal to everyone this Christmas, according to CIVB director of marketing François Jumeau.