Agassi stars in wine film campaign

Premium Wine Brands has launched a series of branded films for Jacob’s Creek featuring tennis star, Andre Agassi, to run during Channel Seven’s coverage of the Australian Open.

Created by CumminsRoss, the "Open up" series features Andre Agassi opening up to reveal his "true character" and will be used as in-program entertainment to be broadcast nationally during the night matches of the Australian Open finals. The films will also be used for international distribution, starting with the UK.

The project was the first to be undertaken entirely in-house by CumminsRoss, with spots produced by the agency’s own production company and directed by the CumminsRoss’ Steve Callen.

Jacob’s Creek global marketing director Jo Adamo said: “We feel that the CumminsRoss idea around the ‘Open up’ campaign really brings our global ‘True character’ communication platform to life for Jacob’s Creek, in the context of our tennis associations, and will extend very effectively via digital, below-the-line and at an experiential level.”

Agassi will continue to be involved in a three year partnership with the Jacob’s Creek brand during which time CumminsRoss will generate and produce additional global content for the “Open up" campaign.

Credits: client Premium Wine Brands (Jacob’s Creek), agency CumminsRoss, CEO Sean Cummins, ECD Jason Ross, director Steve Callen.


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