While every brand is racing toward the new technological playground known as the metaverse, Archer Roose Wines has decided to take a different approach—one that embraces that many consumers are actually confused about what the metaverse actually is.
With the release of a new spot, co-owner and Chief Creative Officer Elizabeth Banks (Hunger Games, The 40-Year-Old Virgin, etc.), attempts to experience Archer Roose’s new varietal, Bubbly Rosé, in the metaverse. But Banks is confused and mistakes a pair of sunglasses for a VR headset, resulting in her experiencing nothing more than the real world—only at a slightly darker tint.
Created by Archer Roose’s agency of record, Colossus, this tongue-in-cheek video is designed to reinforce the notion that Archer Roose is a product best enjoyed in the real world with real-world people enjoying real-world experiences.
“You’re seeing every brand race to have a presence on the metaverse,” says Banks, “but a lot of consumers don’t really understand what that means. As a brand, there’s an opportunity to connect and laugh with consumers and say, “Don’t worry, you’re not alone.”
Archer Roose has poked fun at marketing conventions in the past, introducing their partnership with Elizabeth Banks with a video called “Uninvited Guest.” In it, Elizabeth Banks simply showed up at the CEO’s house and wouldn’t leave, forcibly making herself the brand spokesperson. Archer Roose also launched a rewards program by offering free poisonous snakes to consumers, only to eventually replace the program with an actual, reptile-free one.
This professional campaign titled 'Into the Metaverse' was published in United States in October, 2022. It was created for the brand: Archer Roose, by ad agency: Colossus. This Film medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 4 months ago.
Client: Archer Roose
ECD/Copywriter: Greg Almeida
ECD/Art Director: Travis Robertson
Art Director: Tyler Sugg, Armeen Shaidani
Copywriter: Jillian Apatow
Executive Producer: Nicole Hollis-Vitale
Associate Producer: Samantha Derderian
Managing Director: Jon Balck
Account Director: Hayley Richards
Account Coordinator: Sebastian Molina
Production Company: Community Films
Director: Nat Prisco
Executive Producer: Carl Swan, Lizzie Schwartz
Line Producer: Nessie Clarke
DP: Don Davis
Photographer: Kim Newmoney
Stills Production: RedEye Reps / Kim Newmoney Photography
Line Producer: Lucia Tran
Edit: Forage Edit
Editor: Kelly Hansen
Finishing: Zero VFX
Color Correct: Company3
Colorist: Tim Masick
Executive Producer: Ashley McKim
Producer: Kevin Breheny
Mix and Sound Design: Mike Secher at Soundtrack Boston