By Andy Young
Yellow Tail will become the first wine brand to advertise during the United States’ premier sporting event, as it hits Super Bowl TV screens.
With nearly 120 Americans watching the culmination of the NFL season the Super Bowl, and its television commercials, are world renowned. The Super Bowl advert will kick-off the new ‘Let’s Yellow Tail’ campaign, which will run for three years.
John Casella, Managing Director Casella Family Brands said; “It is a very special moment for us to see our much loved Yellow Tail wine make its debut on America’s biggest stage alongside some of the world’s biggest brands. When creating the ad we wanted it to be true to who we are. It wasn’t about creating the next highly produced blockbuster ad, but about being relaxed, down to earth, warm, approachable and fun. Most importantly we wanted it to feel inclusive and ‘for everyone’ – just like our wines.”
The advert is directed by Harald Zwart, who also directed the 2010 version of the Karate Kid, and it was created by US advertising agency Burns Group. Featuring the brand’s first-ever spokesperson, the Yellow Tail Guy will also have a friendly Australian kangaroo by his side, ‘Roopert’.
Viewers will see a range of scenes showing the different occasions wine can be enjoyed.
Commenting on the decision to invest in a Super Bowl spot Libby Nutt, GM Marketing and Export Sales at Casella Family Brands said: “Research has demonstrated that more and more people continue to reach for wine during this momentous occasion. Wine sales spike nine per cent the week leading up to Super Bowl, and last year 30 million people, or one out of four viewers, enjoyed wine during the game.
“The Super Bowl is a perfect time to show that wine belongs at any celebratory occasion.”
In addition to the game time advertisement, the US campaign will include in-store marketing, digital and online activations, social media and a consumer contest to win an all-expenses paid trip to Australia.