Fastest growing wine brand, 4th Street Wines has launched an inspiring new TV commercial (TVC), which emphasises its brand positioning, Go 4th and Connect. Conceptualised by Singh&Sons and directed by Mfundo Mkize (Ola Films), the TVC challenges the conventional role of wine by encouraging a new generation of wine drinkers to spontaneously connect with each other.
The idea of the TVC is to portray a day and night in the life of a guy who has no plans, but through a series of unplanned connections, he and his newfound friends end up having an incredible night out, socialising and meeting new people along the way. The TVC is shot in reverse, so it starts off by showing the group of friends enjoying the end of their evening together. It then shows how the evening progressed, adding new experiences, locations and friends. By the end of the commercial, how it all started is revealed - with an invitation over a bottle of 4th STREET Wine.
Voted as the fastest growing wine brand globally - by the International Wine and Spirit Research (IWSR) Top 100 Wine Brands for 2017 - 4th STREET provides an easy-drinking, accessible and flavourful range of wines.
De-Mari Shaw, 4th STREET Brand Strategy Manager says, "With the new TVC, we hope to connect to our youthful, upbeat, urban consumer even further. We've attempted to showcase a 4th STREET world that is relevant to a new generation of wine drinkers, who aspire to the sophistication of wine, without its daunting complexity and who prioritise friends and fun. When we connect with each other, we have more confidence, more fun and we find the opportunity to create and share new experiences."
The commercial was shot in various locations in downtown Johannesburg, with a cast that represents the modern generation of wine drinkers and fashionable 4th STREET consumer. Ola Films worked closely with award-winning Film Score Composer, Zethu Mashika to create an unforgettable soundtrack.
"Shooting the ad in reverse required precise planning and clear storytelling. Ola Films made sure that what could have been a purely technical exercise was an interesting, entertaining and understandable commercial," says Roger Paulse, Executive Creative Director at Singh&Sons. "In the end it was the connection between client, agency and production house that led to a TV commercial that we're all proud of."
4th Street fans can look out for the TVC on DSTV's Mzansi Magic from 9 July.
To find out more and to stay updated, join the 4th STREET social media community on Facebook, Twitter and Instagram. For more information on 4th STREET Wines, available at leading outlets countrywide, visit 4thstreet.co.za
Brand: 4th STREET Wines
Distell Brand Representatives: De-mari Shaw, Irmie Marman, Nonku Mcanyana
Agency: Singh&Sons, Cape Town
Executive Creative Directors: P-J Kensley, Roger Paulse
Agency art director: Annie Klintworth
Agency producer: Cindy Jackson-Morgan / Jill Garnham
Agency Copywriter: Liora Friedland
Production company: Ola! Films
Director: Mfundo Mkize
Producer: Paresh Shookan
Art director: Keenan McAdam
Wardrobe stylist: Kwena Baloyi
Editing company: Post Office
Editor: Josh Borrill
Music & sound composition: Zethu Mashika
Sound studio: We Love Jam
Post production facility: Post Office