Casillero del Diablo, the leading Chilean wine brand and a Top 5 wine by value in the UK, has announced that their most recent, award-winning ad campaign will return to the screens to coincide with the launch of its star’s latest drama series on Sky Atlantic - a 7th successive year of partnership with the broadcaster.
Pedro Pascal, the Chilean–American actor famous for roles in Narcos, Game of Thrones and in the title role of Disney+ series The Mandalorian, stars in HBO’s the Last of Us. Based on the 2013 video game of the same name, the series will follow Joel (Pedro Pascal), a smuggler tasked with escorting the teenage Ellie (Bella Ramsey) across a post-apocalyptic United States.
“The World’s Greatest Thief” campaign first launched at the end of 2021 and has seen major gains in awareness for Casillero del Diablo.
“We’re so pleased to be back on screens to accompany this very exciting new series," said Preety Johl, marketing manager for Casillero del Diablo in the UK. "Pedro Pascal’s involvement with Casillero del Diablo has been a fantastic awareness driver for the brand, and with his profile higher than ever, we look forward to reaching new audiences via this launch. We’re expecting to achieve 90,000 adult ABC1 impressions for the ad over this ten week period.”
Pascal also stars in the forthcoming series 3 of The Mandalorian, which goes on air in late February 2023.
The 20-second ad will feature for 10 weeks during TV and BVOD transmission up to 21 March and will be supported by social amplification and Instagram campaign.
