Here's a brave approach for a wine brand: an ad presented by a thoroughly obnoxious vineyard owner who also happens to be a terrible pitchman.
But the (fictional) winemaker, Charles Faircloth, is there for a reason: to highlight Onehope Wines' philanthropic approach to its own winemaking. The creation of agency Erich & Kallman, he delivers a great script about his privileged lifestye -- lines include "I built my own internet just so I don't have to see posts from all the weirdos" -- as well as some madly outrageous ideas, like dressing servants as giant chess pieces, so he can have a giant chessboard in his backyard.
Eventually, Faircloth gets around to half-heartedly promoting Onehope Wines, which donates meals to people in need for every dollar you spend. The fact that he's totally bored by this idea is, of course, designed to highlight Onehope's own very different philosophy.
The online spot was directed by Aaron Stoller of Biscuit Filmworks.