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The deal that Elizabeth Banks has with Archer Roose, a premium canned wine brand, isn’t one of those superficial celebrity endorsements.
As co-owner and chief creative officer, the Hollywood multi-hyphenate has embedded herself fully into the brand, both in real life and in a series of wacky ads over the past several years. By extension, and as a running gag, she’s also invaded the professional and personal life of its female founder Marian Leitner.
For the latest campaign, Banks has staged the ultimate takeover, redesigning the Archer Roose packaging around a lovely head shot of herself. For a seasonal twist, she’s also plastered her mug on Leitner’s Chrismukkah tree and the wrapped gifts under it.
“This is Elizabeth Banks unleashed—it’s true chaos,” according to Leitner. “It’s an extension of the idea that she puts her stamp on everything we do at Archer Roose.”
During a break in filming the spot, Leitner and Banks spoke to ADWEEK recently about their yin-and-yang on-screen relationship, which aims to lighten up a category that’s better known for its serious (some might say snobby) marketing.
“We wanted to show people this fun dynamic we have—the out of control celebrity brand ambassador and the flummoxed CEO who can’t quite control her partner—and put a holiday spin on it,” Banks told ADWEEK.
Gopuff collaboration
The new ad, in which Banks appears dressed head-to-toe as a festive holiday elf, promotes the canned wine and its availability from Gopuff. A character playing a camera-ready Gopuff worker makes an appearance, breaking the fourth wall to pitch the growing delivery service.
“There are plenty of times during the holidays that you find yourself in a pinch—you’re throwing a party and the booze has run out,” Banks said. “This reminds people that they can solve an immediate need in 15 minutes.”
