20something & Kode deliver No Dramas work for McGuigan Wines

After appointing 20something as European Agency of Record earlier in the year, McGuigan Wines has created a suite of idents to launch the brand’s new creative platform No dramas, bring a McGuigan and help build awareness and saliency.

In the first campaign for the platform, written and produced by a 20something and Kode collaboration, viewers are plunged deep into a series of dramatic “trailer-like” films. The films themselves play on the tropes of classic British Drama TV shows, across a variety of sub-genres – thriller, disaster, espionage, scandal, law and crime, only to later reveal themselves as innocuous and drama-free scenarios, featuring people innocently enjoying a delicious glass of McGuigan.

Elliott Starr, Senior Copywriter at 20something said: “The wine aisle in the supermarket can be a daunting place for many people. A rushed decision on the way to a party where you might be hoping to impress can often result in paying over-the-odds for a prestigious-looking label with some fancy swirls on it. Or, worse, showing up with something deemed to be inferior. There’s a real fear about ‘getting it wrong’, it’s all a bit dramatic. If you buy a McGuigan, you know you’re getting something legitimate – all that drama disappears, hence, ‘no dramas, bring a McGuigan’.

It’s a new working relationship for all involved, with an ambition to be much more integrated and collaborative at its core.