not that california

As someone who moved from California to London, I get a little chuckle at this Robert Mondavi campaign that just launched here.  This one says, "No, we don't bring in hippies to serenade our grapes. If we did we'd never be able to get rid of them" and then closes, "from California, but not that California".  There are another two in this vein (group hugging and yoga).

The three biggest California stereotypes I come across the most in the UK are Baywatch, the OC, and the Haight, so I think this does a good job of poking fun at the stereotypes.  I think it's also refreshingly different from some of the Napa Valley marketing, which can take itself a bit too seriously.

Apparently, they're putting about £3 million behind it, with outdoor a big part of the push.