• by Teresa Buyikian , Yesterday

Winemaker Bread & Butter takes aim at the snobbery often present in the wine world in its latest ad effort.

The brand, in collaboration with agency Argonaut, crafted the “Don’t Overthink It” campaign, meant to show that enjoying wine needn’t be an overcomplicated process.

The title spot, seen here, opens on a dark, almost cultish scene, reminiscent of Stanley Kubrick’s “Eyes Wide Shut.” A group of drably dressed wine drinkers surround a table with a lone wine carafe. As they chant “wine” and drink, they also cycle through the jargon typically used by wine connoisseurs; “swirling… sniffing… sipping... spitting… head… nose... legs… body.”

The camera pans to one bewildered woman seated at the end of the table, as the super reads “Wine can be complicated.” The scene shifts to the same woman seated at a much more relaxed and welcoming brightly lit table in a garden, happily toasting friends, as the super continues, “Bread & Butter is easy.”

“With 65% of young wine drinkers believing wine feels complicated today, we saw an opportunity to create something that offered approachability no matter the occasion,” said Patrick Cramb, vice president, global marketing & DTC at Bread & Butter Wines, in a release. “Because good wine should fit your life, not the other way around.”

The campaign includes a focus on both paid and organic social media featuring the brand’s head sommelier, who notes “that a good wine is just a wine you like.” Social executions also utilizes the brand’s ampersand to show the wine’s compatibility with seemingly disparate food choices, such as “Pairs with happy hour oysters & dollar slices at midnight” and “Pairs with haute couture & hot pastrami.”