Advert synopses Orson Welles Paul Masson adverts

1 advert synopses

1.1 1978 - original advert - beethoven, emerald dry
1.2 subsequent adverts

1.2.1 1978 - dressing room, rhine castle
1.2.2 1978 - house party, champagne
1.2.3 1979 - gone wind, emerald dry
1.2.4 1980 - french champagne
1.2.5 1980 - chateau tasting party, chablis
1.2.6 1980 - barbecue, burgundy
1.2.7 1981 - europeans, carafe
1.2.8 1980-1981 - print adverts, pinot chardonnay , cabernet sauvignon

advert synopses
1978 - original advert - beethoven, emerald dry

beethoven

the first paul masson advert had welles listening opening of beethoven s fifth symphony on record player, , remarking,

took beethoven 4 years write symphony. things can t rushed: music, , wine. paul masson s emerald dry, delicious white wine. paul masson s wines taste because re made such care. paul masson himself said century ago still true today: sell no wine before time.

john annarino recalls welles difficult on set, , first advert no exception:

filming first commercial near disaster. when our director said, “action!” there wasn’t any. lengthy silence orson broke saying, “don’t ‘action.’ don’t anything.” while mulled over, our director, hired wit talent, wrote on piece of paper , handed orson, read , smiled.the director had written word “action”!

a brief out-take survives first advert, of welles scowling upon being told, action! , holding hand , saying, mind not saying action ?

subsequent adverts
1978 - dressing room, rhine castle

dressing room

the second advert showed welles bottle of rhine castle riesling in theatre dressing room, in theatrical costume , makeup, telling camera:

great deal of time , care go production of fine play, go making of fine wine. paul masson s rhine castle - taste smooth, flavourful, delicious. paul masson s wines taste because re made such care. paul masson himself said century ago still true today: sell no wine before time.

the setting of theatre incongruous 1 - @ time of shooting, welles had neither acted in nor directed plays 19 years. annarino remembers filming advert:

second commercial had orson seated @ makeup table in dressing room wearing large caftan. underneath caftan wore big black jacket. mentioned jacket wouldn’t show in commercial maybe he’d more comfortable without it. “oh, no,” said orson. “it makes me bigger.” sure did.





1978 - house party, champagne

house party

this showed welles hosting party, supposedly in home, background piano accompaniment, telling camera,

cast party way cast play, special people, , champagne must equally special. paul masson: premium californian champagne of impeccable taste. paul masson wines taste because re made such care. old paul masson himself said century ago: sell no wine before time.

it during filming of advert welles complained extras hired scene. welles s biographer barbara leaming describes occasion:

hell these people? orson asked director.
re @ party, director responded.
party @ house? orson asked, admiring actors marvelled @ presence.
yes.
wouldn t have these people @ party @ house, orson told director. these people party robert young have!





1979 - gone wind, emerald dry

gone wind

reading copy of gone wind @ table in garden of real-life house @ 1717 north stanley avenue, off hollywood boulevard, welles told that,

margaret mitchell began writing gone wind in 1926, , finished ten years later. writing of great book, or making of fine wine, takes time. paul masson s emerald dry, delightful white wine. paul masson wines taste good, because re made such care. true century ago still true today: paul masson sell no wine before time.

this advert reportedly last-minute improvisation welles after dismissed original script given, compared paul masson wine stradivarius violin.

1980 - french champagne

french champagne

in inadvertently became famous paul masson advert due leaked out-takes (see below), welles found sitting @ drinks party 2 unnamed young people, announcing,

taste of french champagne has been celebrated excellence. there s california champagne paul masson, inspired same french excellence. s fermented in bottle, , best french champagne, s vintage dated. paul masson s superb taste shouldn t surprising: champagne may not come france - created man did. paul masson: paul masson sell no wine before time.

welles s drunken inability through script without severely slurring speech, visibly swaying propped himself @ table, formed basis of out-takes.

at time, laws around protected designation of origin (pdo) did not prevent paul masson advertising californian sparkling wine champagne . subsequent changes in 1992 make illegal wines not made grapes grown in champagne region of france.

1980 - chateau tasting party, chablis

tasting party

this had welles seated in gardens in front of portal of paul masson s chateau (the entrance eighteenth century spanish church, imported california), surrounded young people:

m here @ paul masson s chateau in california. every night here there s wine-tasting party. 1 of favourites paul masson chablis. s light , crisp, s delicious. wine drink should best. , take special care here, because know chablis america s popular wine. paul masson chablis: recommend it. paul masson sell no wine before time.





1980 - barbecue, burgundy

barbecue

the last time welles appeared in television advert in series, had welles seated @ barbecue, surrounded young people:

in family, think wine drink should best. paul masson s burgundy. s smooth , rich. serve our friends, , lot of them serving friends. why don t join us? next time go shopping, re choosing wine, make paul masson burgundy. paul masson himself said century ago: sell no wine before time.





1981 - europeans, carafe

welles provided voiceover last paul masson television advert - did not appear in person. advert sought promote range of paul masson wines, focussing on distinctive carafe -shaped bottle came in, complete jam-jar top, , portrayed various european families drinking wine meals. voiceover stated:

when europeans friends, serve wine in carafe. paul masson, can enjoy same tradition. paul masson s convenient carafe, sealed fresh @ winery. capture each wine s delicious flavour, whether s paul masson s delicate, crisp chablis, rich, mellow burgundy, or delightful rosé, paul masson carafe: time has come great way serve great wine.

this paul masson television advert welles did in did not phrase sell no wine before time - although caption @ end repeat motto.

1980-1981 - print adverts, pinot chardonnay , cabernet sauvignon

the last of welles s adverts paul masson 2 print adverts featuring director smiling on glass , bottle, released tie in television adverts; 1 pinot chardonnay, other cabernet sauvignon.

experts tell drink paul masson pinot chardonnay because of full varietal aroma, brilliant color , long pleasant finish. mean is...it tastes good. paul masson sell no wine before time.

and

experts paul masson cabernet sauvignon mature, complex wine, nice wood. mean is...it tastes good. paul masson sell no wine before time.