Josh Cellars: Dirty Work

Josh Cellars, the #1 premium wine in America and part of Deutsch Family Wine & Spirits (DFWS) portfolio, has launched a brand campaign from Tombras, which became AOR for the brand in July 2021. The campaign speaks to the founding principles of the Josh Cellars brand: gratitude and family. Named in tribute of the founder's father, Joseph Carr's father, Josh, a US army veteran and volunteer firefighter, Josh Cellars is a brand born out of hard work and appreciation. Josh Cellars understands that time spent together with those we love most is what is most cherished – and wants to be the wine that helps cement those kinds of special moments. Throughout the spots, Joseph Carr is shown surrounded by family, friends, and coworkers and we learn more about the founding story and reason behind it all: his father, Josh. The campaign launched 2/15 with the ‘Sunday Supper’ and ‘Dirty Work’ spots, and two more spots will roll out between Q2 and Q4. The spots build on previous campaigns and lean into the overall brand strategy of gratitude. Tombras worked with Superprime Productions to shoot the campaign which will run across linear, CTV, OLV, OTT.