There are plenty of beer commercials during the Super Bowl, by why not wine?
Australia’s Yellow Tail will correct that this year by becoming the first wine brand to advertise during the big game in nearly four decades.
The brand will kick off a new, multi-year marketing campaign with a 30-second spot that will air in the first half of the game in all major markets. The new campaign, Let’s Yellow Tail introduces fans to the brand’s first-ever spokesperson, ‘Yellow Tail Guy’.
Along with his sidekick, ‘Roo’ – an Australian kangaroo – the brand’s “laid-back Australian personality comes to life, embodying the spirit of the brand and bringing the fun whenever a bottle of Yellow Tail is opened,” the company says in a press release. “The ads convey a message that wine is approachable – saying goodbye to wine rules and pretentions – and meant to be enjoyed at any fun, casual occasion that’s appropriate for alcoholic beverages.”
The commercial also features an appearance by super model Ellie Gonsalves, an Aussie native and L.A. transplant. It is the first in a series of ads that will continue for three years, and was directed by Harald Zwart (2010’s Karate Kid with Jaden Smith and the current Capital One campaign with Alec Baldwin), and created by advertising agency Burns Group.
In addition to the game time advertisement, the 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.