A Common Thread Director Eli Green has directed a launch campaign for Club W and Los Angeles agency TVGla that employs dry humor to position the new wine club as the choice for bold women…and men.

In #WINEing, a woman dressed in a floral print kimono extols her “bold taste” while perched atop a rotating bed in a room filled with her eclectic belongings. She points to a pop art painting hanging on the wall and notes, “it came from a tween country star’s personal collection.” As she proudly points out other carefully selected treasures, her paramour “Paolo,” a well-oiled, Italian stud-muffin, performs tai chi in the background. The woman’s discriminating sensibilities are also apparent in her choice in wine: “a small lot Cabernet Sauvignon from Club W.”

The spot is designed to appeal to younger women (and men, of course) through its ironic humor and self-assertive spokesperson. “The beauty of the spot is that it presents an uncompromising woman who knows what she wants,” says Green. “In the media generally, there are a lack of female protagonists in power positions. That’s why I was so excited about the script.”

Green adds that it was important to play the comedy with deadpan seriousness. “We want the audience laughing with her,” says Green,  who adds that the cornucopia of peculiar objects that fill the frame help the spot attract multiple viewings, increasing its viral potential.

A second spot, Decider, presents a woman who makes confident decisions in every aspect of her life, except when it comes to choosing wine. Club W helps her solve that problem. Green tells this story with a breezy, lighthearted touch and idiosyncratic flashes of humor. “Our protagonist is so whimsical, you instantly fall in love with her,” he says. “The two spots do a great job of educating viewers about the product, and they do it with a clever comedic sensibility.”

A Common Thread is located at 4081 Redwood Avenue, Los Angeles, California 90066. For more information, call 310.823.7300 or visit www.acommonthread.tv