High Noon kicks off summer with sunny well-wishes

The campaign is AOR Preacher's first work for the brand.

Summer is here, and E. & J. Gallo’s High Noon wants you to enjoy the season with fun in the sun and a hard seltzer in hand. The spot features a wise liquor store clerk imparting good summer vibes to a group of young millennials. The campaign, which introduces the brand’s new tagline, "Sun’s Up," follows the pals as they enjoy a day at the pool, a friendly barbecue and even receive a text from their MIA pal.

"May your day be sunny. May you wake up before your alarm goes off, all 12 of them," the clerk says. "May everyone respond to your group text, even Derek, who never has his phone with him. May you have a cooler full of hard seltzer. May that hard seltzer by High Noon. May you live like the sun’s always out, and may the most stellar of days shine upon you."


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