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CumminsRoss has secured a place on the ad agency roster for Jacob’s Creek, and has produced a series of films to leverage the wine brand’s global associations with tennis. The films feature

former tennis star Andre Agassi and will form part of the programming line-up for Seven’s coverage of the 2012 Australian Open. The idea behind the films – the first of which is now viewable

on Facebook – is to reveal Agassi’s ‘true character’, echoing the brand’s strapline. The Open Film Series was produced by CumminsRoss’s inhouse production team, and directed by Steve Callen

at CumminsRoss. The films were shot in Las Vegas and Australia. “In line with our ‘one stop shop’ philosophy, this project was the first undertaking of our full inhouse capabilities. An

infusion of strategy, media and production talents, this is our first international production,” said CumminsRoss boss Sean Cummins. ADVERTISEMENT The content does not affect the

relationship between Jacob’s Creek and its lead agency Euro RSCG. Jacob’s Creek global marketing director Jo Adamo said: “We feel that the CumminsRoss idea around the ‘Open up’ campaign

really brings our global True Character communication platform to life for Jacob’s Creek, in the ‘context of our tennis associations, and will extend very effectively via digital,

below-the-line and at an experiential level. Furthermore CumminsRoss brought the final production together quickly.”