(Adage) - Even before last year's Super Bowl was played, executives at Yellow Tail wine decided they wanted to make a big splash by advertising in the 2017 game. But they quickly uncovered a major hurdle: Anheuser-Busch InBev's exclusive category ad rights with Fox covered not just beer, but all of alcohol, shutting out wine brands.

But Yellow Tail did not give up on its goal of giving the wine category its biggest Super Bowl presence since the 1980s, when Bartles & Jaymes ran a national ad in 1988 and Paul Masson Vineyards ran one in 1980.

So the wine brand and its media agency, Havas Media, got to work, executing individual local ad buys across 70 TV markets, including the top 30. As a result, an estimated 85% of the more than 100 million people expected to tune into the game will have a chance to see Yellow Tail's ad. And viewers across the nation -- including in massive markets like New York, Chicago and Los Angeles -- will have no idea that the brand went the local route.