Wolf Blass, the No. 1 Australian wine brand*, is excited to announce the launch of an innovative new execution of its popular advertising campaign.

Airing for the first time on Monday, at 8.30pm on Channel Nine, Wolf Blass will be revealing a new execution of its much loved advertisements - taking the memorable score of the Wolf Blass music, and the stunning images of the majestic eagle soaring over the Australian landscape, in an exciting new direction.

The Wolf Blass TV campaign which first appeared in 2001 has played a significant part in positioning Wolf Blass as Australia's leading wine brand, commented Senior Marketing Manager Simon Marton. Both the music and the images of our advertisements are well recognised by consumers - but we felt that the time was right to evolve the campaign. This new execution has provided the brand with the opportunity to create a more premium image on screen, and is the perfect vehicle to showcase the Wolf Blass brand.

It was an interesting brief for Badjar [the advertising agency behind the campaign] to take the integral elements of our previous campaign, the music and the eagle's flight, and develop them into the next stage of their evolution.

Over the last year we have seen Wolf Blass standing as Australia's favourite premium bottled wine* continue to strengthen, says Simon Marton, and this new execution of our advertising campaign will further enhance the brand's positioning.

The stunning new advertisements will be aired from this Monday through until the end of October in major metro areas. Scheduling centres around the most popular Channel Nine evening TV shows, with media placement executed by Starcom.

In addition to the major-metro campaign in city capitals, regional areas are now for the first time also being targeted with a TV campaign from Wolf Blass. Footage from the original Wolf Blass campaign will be aired on Channel Nine and Channel Ten affiliates in regional Queensland, New South Wales and Victoria.

The new advertisements take the viewer on a visual and audio journey. A re-work of what has become the Wolf Blass theme-song will audibly intrigue and draw-in the interest of the viewer. The still recognisable and familiar tune has now been cleverly re-arranged and enhanced to add new elements of interest and reflect the images on screen.

As the music plays a close-up of wine pouring appears on screen. A beautiful image of the wine fills the screen and a reflection of a soaring eagle can begin to be perceived in the ripples on the surface of the liquid. The viewer will then be taken on a visual journey of the eagle's flight via this reflection. At times the image will be mirror perfect, while at other times a drop disturbs the surface of the wine, rippling the image and creating a more abstract form of the eagle.

As the music reaches a crescendo, the image dissolves to a close-up of a bottle of Wolf Blass. The eagle fly's onto the screen and lands on the label, completing the logo and creating a splash and ripple effect on the image. As the eagle and the image settle back into place the words, Wolf Blass. Australian wine at its peak, can be heard on the voiceover and appear on screen.

Take flight with Wolf Blass on Monday night and tune into the first showing of the advertisement at 8.30pm, Channel Nine (during Who Wants to be a Millionaire?) - preferably with a glass of Wolf Blass in hand to complete the experience!

* Source AC Nielsen (MAT to 01/08/2004)