Wine ads for a new generation

Well that Super Bowl was a real yawner...The ads surely kept us all glued to our seats though.

One wine ad by [yellow tail] made its way to dozens of markets:

This represented quite a shift from the company's 2017 ad, which was called by many as the "worst ad" of the Super Bowl:

I'd bet [yellow tail] at least did some research on what it takes to appeal to the mass wine consumer, and there appears to be a clear attempt to go after the fun-loving millennial, similar to what we might expect from a Bud Light commercial (apparently 78% of Super Bowl viewers say "beer [is] an important part of their gameday experience").

[yellow tail] represents a departure from other wine ads, such as Brokenwood, which shoot for portraying the purely authentic:

Or try Rutherford, or Jacob's Creek. They love piano and dramatic imagery of wine bottles:

Or how about he most boring ad ever made:

There might be a lesson: if a market is dominated by ads that don't target millennials, therein lies an opportunity. Take it from [yellow tail], who has grown into one of the biggest wine brands in the world by targeting a new kind of consumer, one ready for affordable, playful consumption.