Cupcake Vineyards: Choose Joy by Mekanism

Cupcake Vineyards states that its wines are “crafted with a passion for celebrating,” which makes the brand’s new campaign, ‘Choose Joy’ a good fit for the reasonably-priced vintner.

The campaign, done with creative agency Mekanism, features four 15-second spots, each celebrating people who are unapologetic, flawed and perfectly at ease when choosing happiness in everyday moments.

Cupcake and Mekanism were inspired by the modern wine consumer, and wanted to create a campaign that was entertaining, with clever digs and just a touch of sass, optimistic sarcasm and fun.

The spots showcase lighthearted, quick-hit moments, like a woman who escapes through a window from a boring baby shower with her bottle of Cupcake. Or the woman who is floating in a pool with a glass of rosé as a voice-over says “bright and crisp, with a refreshing finish…like your spontaneous out-of-office email” as the woman throws her phone away.