|  ‘Jacobs Creek True Character presents the Open-Up with Andre Agassi Series’ is how the short film with Andre Agassi, yesteryears’ tennis superstar and a living legend sharing some of his brave moment, has been titled. An abbreviated version pops out from the TV screen during the commercial breaks. The Series is a compilation of different shoots made into short films based on his past achievements on and off the tennis court, each film being for around 3 minutes in its original version.
The Indian version is a 20-30 second commercial and apparently made only for our market in order to adhere to the Indian advertising norms. The short film ends with ‘Jacob’s Creek Official partner of Wimbledon - Music CDs’ ostensibly targeted at the people fond of tennis and music.
Different profiles of Andre Agassi appear on your screen smiling uttering the pearls of wisdom-something about the pain, wondering if tomorrow can be more hopeful than today. That takes character and Strength... What have you been through…To end up in pain… Can it be better tomorrow? The original 3-minute film episodes have very clear, specific and forceful messages based on real life events that truly touch your heart-unlike the ‘compressed’ messages in this burst.
The artistically made Jacob’s Creek Open Film Series is adopted as a short burst for the Indian audience as a TV commercial and whatever disjointed message it gives in the short time, there are sufficient images of a non-speaking Andre Agassi, Wimbledon, Jacob’s Creek and yes... the Music CDs.
It is not known how much money has been spent on the ads. Pernod Ricard in India does not like to release figures on its sales or the spend on TV Ads which must have been made free of charge for India from the international budgets but must have cost a pretty penny to air, considering that sometimes they appear to be over a dozen in a half-hour programme - generally two at a time, almost back-to back interspersed with another commercial.
We love music and we like the musical presence of Jacobs Creek in India and are hopeful that the spurt in these Ads will not only be beneficial for tennis and the company but will also result in more sales and expand the market for Music CDs. Cheers to Jacob’s Creek!
During the whole of this article we have managed to avoid the use of the four-letter word that is music to the ears of most readers of delWine- editor
Tags: Jacob’s Creek, Andre Agassi, Jacob’s Creek Open Film Series, Aussie, Australia |