Yellow Tail, the Australian wine brand that consumers love and that wine critics love to hate, launched a new ad campaign this fall. The creator of the TV commercials for the campaign, featuring hip and with-it young people, says the ads reinforce the idea that Yellow Tail is for “people who are unpretentious and fun-loving.”
What struck the Wine Curmudgeon about the Yellow Tail ad is not its efficacy, but how wine advertising has stuck to the same theme for decades and decades and decades — that the best way to convince Americans to drink wine is to show hip and with-it young people drinking wine.
Don’t believe me? Then check out this Mateus Rose commercial from 1971 (courtesy of robatsea at YouTube). Save for the white pants and the 20th century production values, there isn’t much difference in approach. Whether that’s good or bad is for you to decide.