Yellow Tail Hops Back Into Super Bowl With Third-Consecutive Regional Ad

The Bam Connection is behind the 30-second 'Tastes Like Happy'

“Tastes Like Happy” compares the taste of Yellow Tail to events that spark joy. Yellow Tail

The Super Bowl might not seem like a natural fit for a wine brand, but Yellow Tail is returning for its third consecutive regional campaign.

AB InBev, of course, has exclusive advertising rights for national broadcast, which prevents competition from other brands in the alcoholic beverages category.

Deutsch Family Wine & Spirits brand Yellow Tail claims that it will reach 90 percent of Super Bowl audiences this year, however, with an ad running in 81 markets. That number has risen each year since Yellow Tail became the first wine brand in the Super Bowl in nearly 40 years back in 2017 with an ad reaching 70 markets. Havas Media Group handled media buying and planning for the campaign.

This year’s ad was created by The Bam Connection, recently named as agency of record for Yellow Tail and four other Deutsch Family Wine & Spirits brands.

The kangaroo mascot of years past is nowhere to be found. Instead, “Tastes Like Happy” compares the taste of Yellow Tail to “well-deserved promotions,” “finding exactly what you’re looking for” and other events that spark joy.

“Our new ‘Tastes Like Happy’ campaign celebrates everyday moments of joy around a bottle of  Yellow Tail,” Deutsch Family Wine & Spirits president Tom Steffanci said in a statement. “At a time when we could all use a little more happiness, Yellow Tail reminds us that it’s actually all around us.”

The 30-second spot includes two fan-produced segments from the winners of a November competition asking fans to submit videos of what makes them happy. Grand-prize winner Adrien Colon appears in the ad dancing atop a flat rock on a beach in Ibiza, Spain, and won an all-expenses paid trip to a location of his choosing. Runner-up Katherine Nunez also appears in the ad, swinging from a rope off a boat above a bay in Aruba in footage shot during her honeymoon.

“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,” Steffanci added.

The rest of the footage was shot by music video and commercial director Jeffrey Darling in Miami, Florida, this past November. In addition to running regionally during the Super Bowl, the ad will run on YouTube, BuzzFeed and iHeartRadio in 30- and 15-second versions.

Creative Agency: The Bam Connection
Media Agency: Havas Worldwide
Social Media Influencer Agency: Socialtyze
PR Agencies: Lippe Taylor and Zapwater

@ErikDOster Erik Oster is an agencies reporter for Adweek.