In recent years I have perhaps been a little outspoken, even critical, of some of the advertising campaigns of our denomination. I have always thought that they were a little bit staid and old fashioned, often not representative of our region, and certainly not attention grabbing. For me the whole point of advertising is to grab the attention of the public – of course this can be done in many, many different ways, whether it be something stunningly beautiful, something unusual, something that makes you look twice (a double-take), or as used in a few cases, something controversial or shocking. Whatever approach you chose it has be done to provoke a reaction – to get people talking, if it’s to be successful. I’m afraid that a simple picture of a vineyard with lots of greenery simply doesn’t cut it anymore, even if the view is very pretty.

I was therefore delight to spot some radically new Rias Baixas advertising a month or so ago, with some attention grabbing food shots, and a simple bold headline. I have found two examples so far, there may be more to come. Today’s photo is the Japanese sushi (and nigiri) shot, which as I type this, is actually making my mouth water….. in other words having the desired effect – provoking a reaction. Creating a craving for a glass of fresh, chilled albariño – simple but effective.

There is however one small nagging doubt that I have – is this advert politically correct? Abbreviating the word Japanese to Japo, might just be considered offensive to some. Now I am not a native Spanish speaker, but in the one Spanish dictionary that I referred to, the term “Jap” was listed as “offensive”. I guess the best answer might come from the Japanese themselves, as I’m sure that eventually this new advertising will filter over to their country. I just hope that it doesn’t cause some sort of diplomatic incident!In recent years I have perhaps been a little outspoken, even critical, of some of the advertising campaigns of our denomination. I have always thought that they were a little bit staid and old fashioned, often not representative of our region, and certainly not attention grabbing. For me the whole point of advertising is to grab the attention of the public – of course this can be done in many, many different ways, whether it be something stunningly beautiful, something unusual, something that makes you look twice (a double-take), or as used in a few cases, something controversial or shocking. Whatever approach you chose it has be done to provoke a reaction – to get people talking, if it’s to be successful. I’m afraid that a simple picture of a vineyard with lots of greenery simply doesn’t cut it anymore, even if the view is very pretty.

I was therefore delight to spot some radically new Rias Baixas advertising a month or so ago, with some attention grabbing food shots, and a simple bold headline. I have found two examples so far, there may be more to come. Today’s photo is the Japanese sushi (and nigiri) shot, which as I type this, is actually making my mouth water….. in other words having the desired effect – provoking a reaction. Creating a craving for a glass of fresh, chilled albariño – simple but effective.

There is however one small nagging doubt that I have – is this advert politically correct? Abbreviating the word Japanese to Japo, might just be considered offensive to some. Now I am not a native Spanish speaker, but in the one Spanish dictionary that I referred to, the term “Jap” was listed as “offensive”. I guess the best answer might come from the Japanese themselves, as I’m sure that eventually this new advertising will filter over to their country. I just hope that it doesn’t cause some sort of diplomatic incident!