Adam Scott Is a Boxed Wine Connoisseur in a Campaign for Black Box Wines

By Kyle O'Brien 

Actor Adam Scott always does a fine job of balancing dry humor with an everyman serious delivery and, in a new campaign for E. & J. Gallo brand Black Box Wines, the star of Severance, Parks and Recreation and Big Little Lies plays up that dry humor.

Scott plays “Savvy Man,” a connoisseur of a single brand of boxed wine—Black Box Wines. He is seen in a swanky library, admiring his Black Box Wine collection, which adorns the ceiling-high shelves of the room along with books and select art pieces. He acknowledges the camera as he slides down a ladder and tells people that they can be savvy like him if they pour themselves a lovely glass of Black Box. He then sits in a leather chair next to a pile of medals, which he claims comes from the fact that the brand is the most awarded boxed wine, as he suavely pulls another medal from his jacket.

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The “Savvy Moves” campaign comes from independent creative agency Red Tettemer O’Connell + Partners (RTO+P) and highlights that consumers can get award-winning wines for less than many bottled wines. A second spot, “Savvy Gathering,” will roll out in the coming weeks. The campaign will run nationally across OTT and marks RTO+P’s first for Black Box Wines since beginning work with E. & J. Gallo Winery last fall. It also marks the debut of Black Box Wines’ first-ever brand spokesperson in Scott.

“We wanted to create a campaign to show regular wine drinkers how choosing Black Box Wines makes for the savviest choice. Adam struck us as the perfect spokesperson to deliver the message with a wink and a smile,” said Steve Red, president and co-chief creative officer at RTO+P, in a statement.

“A great wine that doesn’t take itself so seriously—which I didn’t even know was possible for an inanimate object,” added Scott in a statement.

In 2003, Black Box Wines became the first U.S. brand to offer premium, appellation-specific, vintage-dated boxed wines, which stayed fresher for longer than bottled wines once opened.

“Since E. & J. Gallo’s acquisition of Black Box in 2021, the marketing team has been on a journey to renovate the product and the brand, not only to ensure that the wine continues to overdeliver and win awards and medals, but also to design a marketing communications strategy that truly resonates with the savvy Black Box consumer,” Adrienne Daniels, senior marketing director at Black Box Wines, said in a statement.

 

CREDITS:

Agency: RTO+P

Co-Chief Creative Officers: Steve Red and Steve O’Connell

Executive Creative Director: Todd Taylor

Account Executives: Carla Mote and Susan Fortin Baraczek

Photography: Mad Active Productions

EP: Michael McClellan

Photographer: Ian Spainer

Production Company: brother

Director: Ted Melfi

Director of Photography: Danny Moder

Executive Producer: Rich Carter

Line Producer: Magdalena Martinez

Editing House: RTO+P

Editor: Chip Schofield

Producer: Hope Krosskove

Music House: Milkboy

Media Agency: UM

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