Always be Wine-ing

Advertising agency Colossus has delivered its latest work starring actor/director/producer Elizabeth Banks for client Archer Roose, a serious wine that doesn’t take itself too seriously. The brand, which sells luxury wine in cans, prides itself on inclusivity, sustainability and taking the stuffiness out of wine drinking.

In the newest work, “Always be Wine-ing,” Archer Roose co-owner and Chief Creative Officer Elizabeth Banks asserts her power and takes initiative, creating her own version of an ideal TV spot for the brand.

The result? A cornucopia of outlandish elements mashed together to assault eyeballs, broaden the audience, and showcase why Archer Roose is unlike any other wine you’d put in “your mouth hole.” Driven by a death-metal track, Banks surprises viewers with martial artistry, cow milking, laser eyes and CGI art effects of both wizards and flying turtles. Embracing the weird, chaotic, and comedic side of the brand, the spot gives viewers the sense that Banks is wielding her powers as chief creative officer to challenge the industry’s “traditional” take on wine.

“We continue to push the boundaries of the wine category,” says Sara Gable, CMO of Archer Roose. “Great wine isn’t defined by dusting off a 50-year-old bottle in the cellar. Drinking wine should be fun. Colossus helps reinforce that notion with this and every piece of work they do for us.”

The creative is running into September in Los Angeles and Houston, consisting of one 30-second spot, organic social posts and digital banners. Outlets include video-first platforms like Hulu and YouTube, with additional support on Meta. Archer Roose is women-owned and-operated. For this production, like all of their productions, Colossus intentionally worked to assemble a largely female crew, director and editor. Previous campaigns include “Uninvited Guest,” “Snake Rewards” and the “Elizabeth Banks Book Club from Archer Roose.”

“Honestly, it’s a shame that things like dinosaurs, wizards and breaching sharks aren’t immediately associated with drinking luxury wine,” says Colossus ECD Greg Almeida. “Hopefully this is the first step in changing that.”