The Emerald Nuts Super Bowl TV ad this year features Las Vegas-based singer/entertainer Robert Goulet, known for his role as Lancelot in Camelot, the classic Broadway musical from 1960. Goulet plays the part of a mystery disruptive intruder in an office manned by drowsy staff. He drops down through a manhole, messes up papers and spills coffee but is stymied by an office worker chewing Emerald Nuts.
“Around 3 pm when your blood sugar and energy level is low, some say Robert Goulet appears and messes with your stuff. But the natural energy in just one handful of nuts is enough to keep Robert Goulet away! Until tomorrow anyway…” Click on the image below to play the video in YouTube
Emerald has developed a pre-game online campaign leading up to Super Bowl XLI at Emeraldnuts.com. Online content includes “victim testimonial” videos regarding unexplained missing or destroyed items, literature regarding Robert Goulet’s secret dark side, an email alert system to warn others about the dangers of low energy in the office, and numerous pro-natural energy/anti-Goulet banner ads. These components are all part of a long-term strategy that was mapped out before the commercial was even filmed.
“The growing popularity of broadband entertainment has had a major impact on how our Super Bowl ad was approached,” said Andrew Burke, vice president of marketing for Diamond Foods. “In the past, a commercial was filmed and then we determined if there was a component that could be leveraged for additional exposure. Now an expanded campaign was part of the up front planning for our Emerald nuts spot. By viewing it as more than a 30-second ad, we proactively planned to capture specific additional footage for creative purposes. As a result, we are rolling out an expansive online campaign that will run all the way through the game and beyond.”
After the commercial airs on Sunday, new elements related to the campaign will surface, including a number of interactive and audio components that will be available on Emeraldnuts.com. In addition, Emerald has purchased space on a leading video streaming site to ensure prominent visibility for the ad after it debuts.
The Emerald Nuts spot was developed at Goodby Silverstein & Partners, San Francisco, by creative directors Steve Simpson and Jeff Goodby, senior art director Will Hammond, copywriter Chris Beresford-Hill and agency producer Alex Lind.
Filming was directed by The Perlorian Brothers, via Biscuit Filmworks, Los Angeles, with director of photography Richard Henkels, executive producer Shawn, production executive Colleen O’Donnell and line producer Tuula Hopp.
Editor was Ian Mackenzie of Mackenzie Cutler, New York, with assistant editor Marrian Cho, sound designer Marc Healy and executive producer Melissa Miller.
Telecine was provided by Stefan Sonnenfeld at Company 3, Santa Monica.
Visual effects were developed at Brickyard VFX, Santa Monica, by Flame artist Patrick Poulatian with executive producer Diana Young.