‘Smug bastard’: Is that the true character Jacob’s Creek was looking for?
Back in November, we revealed the new global ad for Jacob’s Creek which was created by Euro RSCG.
We also uploaded it onto Mumbrella’s YouTube channel, where it has since drawn more negative comments than any other ad we’ve posted.
Each day, I receive an email update from YouTube on new comments on all the content we’ve posted. And each day I receive more on this Jacob’s Creek ad than anything else. I don’t think I’ve ever seen such a consensus before: the world thinks that Australian wine drunkers are smug wankers, to say the least. It’s a somewhat depressing way to start each morning. Here’s the highlights:
Wow, I do not think I have seen the c word that many times written in the one place. Who would want to relate to this guy though? Even if you were like him you do not want to be him or admit it at least. Maybe a little off the target on this one.
Jacobs Creep! Brilliant 🙂
The AD is as annoying now as when it was on air and I’m glad to see everyone concurs. Total message failure. Bet JC will think twice with future ‘edgy’ creative.
All you cunts are missing the point. Snooty wine drinkers see this ad and are only reaffirmed in their image of themselves. “Hey, my friends and I are like that. We are classy”. It’s not an ad for goon. Do you really think they want everyone to like this ad? They want to piss off everyone who doesn’t fit the self-prescribed elitist mould. The guy is a huge tool, but we all know a good few people just like him.
Wordy word.
Is “Australian wine drunkers” intentional or typo?
Cunts. There, I just wanted to get that out there.
I have to say, those are some pretty mild, well-phrased comments for a YouTube video. Most even had grammar! A couple didn’t even contain profanity! Well done, England. Well done everybody.
C U Next Tuesday!
As a result of that ad, I would not be caught dead taking a bottle of Jacobs Creek to a party, let alone purchasing it… Nice job agency, nice.
There has been plenty of research going on online about this ad, asking for perceptions etc. I have been surveyed more than once. Would like to see the results of that.
Did I miss a memo? Is it Cunt Day? Can’t type more here, apparently today is the day I get to comment on loads of things I’m normally quite reserved about.
I think Dan is the man, I like the wine and find his style humorous and chicks really dig him.
PS CUNTS!
He seems really nice
Based on the comments I think Jacob’s Creek have hit the mark in pissing off some very angry people so well done. Nothing like making an angry ant angrier.
Jacob’s Creek for me – make it a magnum.
NUM NUMS CUNTS
I don’t think I could sum up much better than Farko.
Jeez, it’s only an Ad!
That is truly, truly, awful.
I like that cunt’s hair. He’s pretty.
SpryCorpse – you rule.
Roger Ramjet – what is up with your chin!
Well – I think its simple, effective, modern and would not mind having his phone number.
How can you hate someone with such vehemence, after seinng them on a 30 second ad?
Belinda, they hate him after 30 seconds because he’s obviously a cunt.
What a bunch of cunts.
laughing too hard to write it, but c**t!
cunt
Doesn’t this entire post make you proud to be an Australian?
Or at least, an Australian cunt.
I watched this expecting to see a cunt, but actually all it demonstrates is a crowd’s ability to whip itself into some sort of cunt-storm.
Not a bad ad. Not great. But come on, he’s no Kyle Sandilands.
hahah Cunt… I actually used to drink a bit of Jacobs Creek… A bit put off it now.
So this is what happens after leaving Clems after 17yrs!? Oh dear.
Hilarious comments and the failure of the ad is plain to see, but I tend to agree that the sort of YouTube troll who seeks out an ad in order to abuse it in the comments -and parses their abusive post until it reads like one of Malcolm ‘Thick of It’ Tucker’s best verbal assaults- is probably not JC’s target market.
CUNT! CUNT! CUNT! OI! OI! OI!
Why use the c word? Surely, that particular part of the anatomy can also be called Down Under or Jacob’s Creek.