“The Wine Legend,” the new spot for Casillero Del Diablo, transports viewers to a world of magic, mystery and temptation. Directed by Rodridgo Saavedra and starring Pedro Pascal as “the world’s most famous thief.” The spot’s pairing of elaborate sets with mystifying characters tempts the viewer to steal a taste of the precious wine. In a final moment of enticement for Casillero Del Diablo, the spot asks viewers, “Would you steal from the devil?”

The legend behind the wine is over 130 years old. Don Melchor de Concha y Toro, vintner and founder of Viña Concha y Toro, spread the rumor that the devil lived in his cellar to keep strangers away from his private reserves. This is the inspiration behind the name “Casillero del Diablo” (“The Devil’s Vault”).

With Grey as the advertising agency, Landia as the production company, production services were provided by The Roots. Still Pool joined forces with The Roots to bring this project to life. To tell this story in the appropriate cinematic scope, they had to overcome the various logistical issues that come from a tight schedule and a script that required the technical and art departments to build in one location sophisticated halls, dormitories, a dining room, opera theatre, security vault, a wine cellar, and very long corridors showcasing the stolen art collection of “the world’s greatest thief” — and do it all while maintaining strict COVID safety protocols. 

“The need for precision in production and planning, while working with a world-renowned celebrity on a tight schedule, was dependent upon our team’s capacity to handle any kind of project,” shares The Roots’ Executive Producer Ariel León Isacovitch. Director Rodridgo Saavedra (Landia, Director’s Bureau) worked remotely using the Remote System Streaming set up by The Roots. The system exceeded all expectations, enabling live, unhindered communication between Saavedra and the on-set production team in Chile.