The Super Bowl is just days away and now, just like multiple Tom Brady passes, we are getting a flood of spots from the brands planning to air that Sunday.
Some are clear touchdowns (see what we did there) and others are short gains.
This Yellow Tail spot, making its debut on the big game, may fall into the latter.
In 2017, Yellow Tail, became the first wine brand in almost 40 years to advertise during the Big Game. According to a release, fans responded overwhelmingly positive, leading the brand to its strongest sales in years and proving wine and football pair well together. The brand experienced even more success in 2018, as it aired its second TV ad.
If anything, we can say the spot will be happy. And thankfully did not use the overused Pharell song, “Happy.”
The campaign, “Tastes Like Happy” was created by The Bam Connection. The :30-second spot shows that the wine is on a mission to bring happiness to every table, kicking it all off on its third Big Game in a row.
And for the first time, the win will feature two entirely fan-produced video segments as part of its commercial. In November, Yellow Tail launched a contest asking consumers to share videos showing what makes them happy and received more than 1,500 fan submissions to its website and social pages.
Selected by a panel of more than ten judges, the Grand Prize winner is Adrien Colon, dancing the salsa on a magical flat rock on a beach in Ibiza, Spain.
In addition to being featured in the Big Game spot, Adrien also won an all-expense paid trip to his happy place, anywhere in the world.
The runner-up prize winner went to Katherine Nunez and the video of her swinging from a rope off a boat high above a beautiful bay in Aruba will also be featured in the commercial. Her video was shot by Nunez’s husband while the two were on their honeymoon.
Take a look at the :30-second spot directed by Jeffrey Darling below:
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“Our new Tastes Like Happy campaign celebrates everyday moments of joy around a bottle of Yellow Tail,” said Tom Steffanci, President of Deutsch Family Wine & Spirits, the U.S. importer and marketer for [ yellow tail ]. “At a time when we could all use a little more happiness, [ yellow tail ] reminds us that it’s actually all around us.”
In addition to consumer generated content, the Big Game commercial features 22 principal actors and 44 extras. The new campaign will also run on YouTube, Buzzfeed and iHeartRadio in :30- and :15- second versions to spread happiness far and wide.
Credits
Client: Yellow Tail
Creative Agency: The Bam Connection
Media Agency: Havas Worldwide
Social Media Influencer Agency: Socialtyze
PR Agencies: Lippe Taylor and Zapwater
Source: Deutsch Family
