Grab a Wineski - 14 Hands | Clapboard Ad Archive

Grab a Wineski is a 2019 campaign from 14 Hands created by Copacino+Fujikado that reimagines wine consumption by translating the casual, social energy of beer culture into the wine category through innovative canned packaging. Targeting modern, active consumers who seek quality without ceremony, the campaign unfolds across three film spots that lean heavily on parody and cultural borrowing to position 14 Hands canned wines as effortlessly approachable and fun. What Clapboard’s taxonomy would classify as FORMAT#12—Parody or Borrowed Format drives the creative strategy here, with each spot riffing on iconic beer advertising tropes to shift perceptions around wine in a can. The central Wineski spot retools the memorable Budweiser Wazzup campaign, replacing the familiar greeting with an exuberant Wineskiiii shouted over a Facetime call among friends, injecting humor and relatability to highlight the brand’s playful, social persona. The River spot cleverly subverts Busch’s rugged man-versus-nature narrative by featuring a woman pulling a can of 14 Hands wine from a river and amusingly drawing the attention of a curious grizzly bear, marrying outdoor adventure with the unexpected ease and refreshment of canned wine. The final execution, A New Beach, parodies Corona’s iconic beach commercials by showcasing the simplicity of cracking open a canned wine rather than a traditional beer bottle, emphasizing convenience and accessibility without sacrificing quality or lifestyle appeal. This campaign explicitly challenges wine’s historic stiffness by adopting beer’s relaxed, inclusive tone, reflecting shifting consumer habits toward casualization and on-the-go experiences in the alcoholic drinks market. The three spots collectively communicate that 14 Hands canned wines—Rose, Pinot Grigio, Bubbles, and Red Blend—are designed for social occasions that demand both quality and spontaneity, whether watching sports or hanging out with friends, blending premium wine with the cultural coolness of canned beverages. Clapboard rates this campaign 66/100 in its global creative archive. Grab a Wineski matters because it demonstrates how wine brands can leverage cultural fluency and humor to break category conventions and engage younger audiences who prioritize convenience and social connection.