Segura Viudas "Open Up To Join The Chorus" ft. Lion Babe - Segura Viudas | Clapboard Ad Archive
Segura Viudas’ Open Up To Join The Chorus ft. Lion Babe, crafted by Havas for the US market in 2018, is a film campaign that harnesses the emotive power of music to elevate the brand beyond its position as a sparkling wine producer to a facilitator of communal celebration and inclusivity during the holiday season. By enlisting the contemporary musical duo Lion Babe as cultural ambassadors, the campaign anchors its message in FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, leveraging the duo’s dynamic presence to create brand recall and aspiration without relying on a traditional narrative arc or problem-solution structure. The campaign’s creative core revolves around a reimagined classic holiday tune, inviting audiences to join a collective chorus that symbolizes opening up to joy, connection, and generosity—values that align seamlessly with festive traditions and Segura Viudas’ brand identity. The film’s elegant execution is supported by an integrated digital strategy that extends its reach and engagement through behind-the-scenes content and a dedicated microsite, which serves as an immersive storytelling platform and community hub, encouraging deeper consumer interaction and amplifying the campaign’s message of shared experience. This approach situates Segura Viudas not simply as a beverage choice but as a catalyst for moments that bring people together, capitalizing on the cultural resonance of music and the star power of Lion Babe to foster emotional affinity. The campaign’s subtle yet effective use of celebrity endorsement underlines a strategic move to position Segura Viudas within a culturally relevant dialogue that appeals to a diverse, modern audience seeking authenticity and connection during the holidays. Clapboard rates this campaign 64/100. This campaign matters to the alcoholic drinks category because it demonstrates how brands can move beyond product-centric storytelling to create culturally resonant experiences that engage consumers emotionally and socially through the strategic use of music and celebrity partnerships.
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