"Robert Mondavi is the man who put Napa Valley on the map. But over time and through mismanagement, his name had become synonymous with cheap table wine from a big corporation. The truth is, his Reserve wines consistently rank among the world's best. We had to get sommeliers and wine shopkeepers talking about, and recommending, Robert Mondavi wines again," said Paul Venables. "We knew a lot of ads with big logos at the bottom would either be ignored, or worse, chalked up to a big corporate ad budget. We decided to offer up little interesting nuggets that didn't reveal Robert Mondavi until the final thought (we also bagged the bottle shot, the grape shot, the oak barrel shot, the shiny happy wine drinkers frolicking in the autumn leaves shot and other images the category is so fond of)."