The kernel of the concept for the spot, dubbed “It’s Giving…Holiday,” came when Banks ordered wrapping paper with her children’s faces on it, as a gift to their grandparents for the upcoming holiday. It blossomed from there, with Banks and the internal Archer Roose team developing the idea. 

The brand then hired Gut Feeling, a new Los Angeles-based creative shop, to script and shoot the spot. The indie agency has previously worked with Gopuff, creating a video in May that starred Ian Somerhalder, Paul Wesley, and their Brother’s Bond bourbon. It went viral with 25 million views in its first 24 hours. (Indie agency Colossus has handled creative projects for Archer Roose in the past).

An on-premise boom

The new Archer Roose ad drops as the company has seen double-digit growth this year (as overall wine sales dipped 5%) and expanded its distribution. Within months, the brand will add about 1,000 new locations, bringing the total to 4,500 retailers, per Leitner. 

A concerted drive for more on-premise accounts now has the wine stocked at some 200 Dave & Buster’s restaurants around the country, Regal Cinemas, Vail Resorts in Colorado, and Atrium Hospitality Group’s hotels.

As for the revamped packaging with Banks’ face on the cans, that’s not a real product. As Leitner says to Banks in the video, “Where did you even get these?” 

But as a nod to her investor-collaborator, the CEO has agreed to release a limited amount of the line’s sparkling white wine, Bubbly, with Banks’ face in place of the brand logo. Those cans will be available in the Los Angeles area only, with Banks calling the stunt “an Easter egg for the fans of the brand.”