Try it. It’s very good tasting. | Talking Wine with Elizabeth Banks | Archer Roose Wines - Ad Analysis

Archer Roose's 'It's very good tasting' is a clever piece of advertising that understands its audience and its category. Instead of trying to beat traditional wineries at their own game, it chooses to ridicule the game itself. The core of the campaign is a simple, relatable human truth: the language of wine tasting is often absurd and alienating. Most people don't detect 'juicy blackberry and warm vanilla'; they just want to know if the wine is good. This ad taps directly into that feeling of skepticism.

The execution follows a classic Setup-Turn-Payoff structure, all within a tight 30 seconds. The Setup establishes the scene as a polished, stereotypical wine commercial. We see a celebrity, Elizabeth Banks, in a beautiful kitchen, holding a glass of wine and reciting the expected tasting notes. The Turn happens almost immediately with her off-color 'drinkable candle' comparison, followed by the reveal that she is on a set, struggling to deliver lines deemed acceptable by some unseen producer. This meta-narrative, showing the 'behind-the-scenes' failure to create a conventional ad, becomes the ad itself. The humor escalates with each bleeped-out, ridiculous analogy ('a heated leather seat on your buttcrack'). The Payoff is Banks' frustrated outburst, 'What do you want from me?!', and her final, defeated concession: 'Fine. Archer Roose Malbec. It's very good tasting.' This final line acts as the thesis statement for the entire brand—we're done with the nonsense, here's the simple truth.

What the team should learn from this is the power of leveraging a celebrity's involvement authentically. Banks isn't just a paid face; she is the brand's co-owner and Chief Creative Officer. Using her in a role where she is creatively 'stifled' is a brilliant, self-aware move that makes the brand feel transparent and trustworthy. It perfectly positions Archer Roose as the down-to-earth, witty, and modern alternative for Millennials who are tired of being marketed to with pretentious jargon. It builds the brand by deconstructing the very idea of how brands in its category are supposed to be built.