Burns Group is bringing wine to a beer party.
More specifically, the agency is launching a Super Bowl spot for wine brand Yellow Tail which is running throughout most of the country via 80 regional media buys. Yellow Tail’s regional ad last year made it the first wine brand to run a spot in the Super Bowl in 40 years.
The 30-second spot, directed by Harald Zwart, focuses on a surprise party and, like last year’s ad, features the brand’s kangaroo mascot. It suggests that any party with Yellow Tail is a good party and the brand’s distinction as “America’s #1 imported wine.”
According to a press release, the ad will reach around 100 million viewers. The total media spend, with media buying handled by Havas Media Group, added up to around $10.3 million, around $5 million of that on broadcast. The integrated campaign also includes online and social media components, as well as a Yellow Tail Food Truck Tailgate Tour featuring celebrity chef Jeff Mauro, which was handled by agency French/West/Vaughan.