"Welcome to the Creek"

3 July 2026

30s

First of the summer wine.

DAVID has expressed admiration in the past for the distinctive approach of director Frances O'Sullivan and it's a pleasure to see it deployed in a mainstream TVC. Jacob's Creek is not a brand that springs to mind when it comes to adventurousness but they have plainly bought into O'Sullivan's aesthetic as this is a fine display of what she does best... indeed, arguably, it is a better exhibition than might have been the case if the project was more obviously aligned with her visual approach.

The rich colour palette, by itself, brings an element of joy to proceedings which makes Bustin' Loose by Chuck Brown and the Soul Searchers the perfect music choice to accompany the footage of a fisherman reeling in a bottle of the advertised product from a creek – presumably the creek that gives the brand its name (at least hypothetically).

Directors will tell you that having a distinctive style is a double-edged sword but DAVID strongly suspects Frances O'Sullivan isn't going to worry about that, preferring instead to demonstrate that she is the mistress of her domain.

UK

Wine