Yellow Tail wine is back in the Super Bowl, and it is using footage from two of its contest winners to create the ‘Tastes Like Happy’ 30-second ad.
In 2017, Yellow Tail became the first wine brand in almost 40 years to advertise during the Big Game, which led to a second successful ad in last year’s game.
“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 US importer and marketer for the brand. “At a time when we could all use a little more happiness, Yellow Tail reminds us that it’s actually all around us.”
This year, for the first time, the ad features 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. The brand received more than 1,500 fan submissions to its website and social pages.
“Yellow Tail brings people together to share their happiness,” said Steffanci. “Yellow Tail is the most followed wine brand on social media and the most popular imported wine brand in America because of the love and loyalty of our consumers. It was a natural step forward to feature real Yellow Tail fans in our new big game commercial.”
Many of the contest submissions depict time with family and friends. The most popular activities shared were dancing and singing. Selected by a panel of more than 10 judges, the grand prize winner was Adrien Colon, dancing the salsa on a magical flat rock on a beach in Ibiza, Spain. In addition to being featured in the Super Bowl spot, Colon also won an all-expense paid trip to his happy place, anywhere in the world.
The runner up prize winner was Katherine Nunez, and a video of her swinging from a rope off a boat high above a beautiful bay in Aruba is also featured in the commercial. Her video was shot by her husband while the two were on their honeymoon.
In addition to consumer generated content, the commercial, by the Bam Connection, features 22 principal actors and 44 extras. It was directed by feature film, music video and commercial director, Jeffrey Darling, and shot in Miami, Florida this past November. The new campaign will also run on YouTube, Buzzfeed, and iHeartRadio in 30- and 15-second versions.