Cabernet on real men’s understanding – a CohnandJansen JWT campaign

Ads, Creativity

CohnandJansen JWT signs the promotional campaign “A wine men can understand” for Cabernet de Samburesti, a Valvis Holding brand. As a rough wine, the brand is a wine dedicated to male consumers.

Campaign’s concept, direct and easy to understand, is declined in an intelligent ad, with a twist in the end. The ad creation was atypical, as the basis of creative idea resided in the end of the ad, reversing, this way, the creative process. It all started from an intuition that said to creatives that “if you’re not a man, you shouldn’t buy this wine because you won’t like it”. To implement the ideas, the creative team looked for contemporary expressions of masculinity within Romanian society and it all got a social dimension as those examples aren’t found everywhere.

We tried to tell what means not to be a man, but still be a male person. The luck makes that the popular wisdom is abundant in advices like <Running is shameful but healthy >, and we used those sayings in the anti-thesis with the image of some men with occupations that made the relation totally incompatible

Andrei Cohn,

Creative Director CohnandJansen JWT.

In the context, the agency defines to be a man in a moral sense, not just when it comes of gender.

The TV ad was broadcasted in November and December last year


  • Cohn&Jansen JWT:  Andrei Cohn – Creative Director, Arina Stoenica – Senior Account Manager, Oana McGinley – Account Executive, Ilinca Dumitrescu –  AV Production Director.
  •  Director: Hypno, Image: Tudor Lucaciu, Production House: MME.
  •  Valvis Holding: Valentina Vesler – PR Communication Manger, Jean Valvis – president.

The campaign built on the success obtained by the agency with the ad promoting the Chardonnay from Domeniile Samburesti, a white wine targeting men that want to know women better.