A cheeky new spot from wine brand St Hugo is fronted by Formula One driver Daniel Ricciardo and promotes the launch of his very own limited edition St Hugo Wine called ‘DR3’.
The McLaren driver and all-round nice guy of F1 fronts a spot which stars with the Aussie seated somewhat formally next to a dimly lit fire wearing a dinner jacket and with classically music playing. A scene that deliberately seeks to mimic and then mock the stereotypical celebrity fronted alcohol endorsements.
As the spot unfolds, Ricciardo starts an overelaborate monologue about DR3, but, after around 15 seconds, collapses into laughter as he breaks character and returns to his natural, exuberant, no-nonsense, light-hearted self – complete with cheeky wink.
The spot ran across the brand and the driver’s digital and social channels and was initially posted on 9 March.
Indeed, Ricciardo himself posted the commercial on his own social media alongside the caption claiming that ‘DR3 is NOT to be used for a shoey’ (a ‘shoey’ is his signature race-winning celebration which involves drinking celebratory champagne out of a shoe.
Production was handled by Anattic with Directors James Copson and Matt Page who had only four hours with the driver to shoot the spot under Covid restrictions.
Leave a comment
You must be logged in to post a comment.