Duncan/Channon for Ruffino wines

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Ruffino wines

Job: Consumers take Ruffino too much for granted. Need to grab and remind them that the 150-year-old brand is not only the best-known Italian wine in the United States, but the best, by reminding them of its thoroughgoing Tuscan authenticity.

Agency: Duncan/Channon

Principals: Robert Duncan, Parker Channon, Andy Berkenfield

Other clients: Hard Rock International, Sega, Ubisoft, Tishman Speyer, Birkenstock, Clos du Bois, Working Assets

Creative team: Anne Elisco-Lemme, creative director and art director; Robert Duncan, copywriter and executive creative director; Liddy Parlato, account supervisor

The theme: A day (or two) in the culinary life of a typical town in Tuscany

The concept: It’s actually a serial story, to be continued in future ads, featuring a succession of small-town Italian characters animatedly debunking the stereotypes of Italy and proclaiming their special insight into its culture, cuisine and, of course, wine. The series kicks off with the white-mane mayor, a lovable blowhard who stares sternly at the camera and insists that what you typically read about Italy in ads is “nonsense.” The unexpectedly confrontational picture and headline should seduce readers into the flavorful long copy and into revisiting Ruffino wines.

ROBERT DUNCAN

Age: 54

Position: Executive creative director

Education/background: Former editor of the rock magazine Creem, author of three books about pop culture, ex-VP/creative director at FCB, member of the Skulls gang in the movie “The Warriors.” Duncan co-founded the agency in 1990.

What drove your development of the concept? Other than wine? We always take a contrarian position. Wouldn’t it be fun to have an unfriendly guy telling readers the ad is rubbish? And wouldn’t that be so authentically Italian? (And Anne, creative director on the account, is Italian, so she can say that.)

Working on next: Revamp of www.hardrock.com that will finally bring their jaw-droppingly comprehensive collection of memorabilia to the Internet.

businessBusiness & Real Estate

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

San Francisco police investigated the scene of a police shooting near Varney Place and Third Street on May 7. (Kevin N. Hume/S.F. Examiner)
SFPD shooting may prompt new body camera rules for plainclothes cops

Police chief says incident ‘should not have happened’

Governor Gavin Newsom speaks at a news conference about a $12 billion package bolstering the state’s response to the homelessness crisis at the Kearney Vista Apartments on May 11, 2021 in San Diego, California. (K.C. Alfred/The San Diego Union-Tribune/TNS)
Newsom promises sweeping change in California’s $267-billion budget

John Myers Los Angeles Times California would embark on the most ambitious… Continue reading

Despite the pandemic, San Francisco has ended the fiscal year with a budget surplus. (Kevin N. Hume/S.F. Examiner)
Better than expected tax revenues leave city with $157.3M surplus for this year

As the fiscal year nears an end and Mayor London Breed prepares… Continue reading

Passengers board a BART train bound for the San Francisco Airport at Powell Street station. (Kevin N. Hume/S.F. Examiner)
BART bumps up service restoration to August 30, offers fare discounts

Rail agency breaks pandemic ridership records, prepares to welcome more passengers

Ashley and Michelle Monterrosa hold a photo of their brother Sean Monterrosa, who was killed by a Vallejo police officer early Tuesday morning, as they are comforted at a memorial rally at the 24th Street Mission BART plaza on Friday, June 5, 2020. (Kevin N. Hume/S.F. Examiner)
State Department of Justice to investigate Sean Monterrosa shooting by Vallejo police

Attorney General Rob Bonta steps in after Solano County DA declines case

Most Read