Avocados from Mexico Avo Secrets
Avocados From Mexico’s Super Bowl 2017, “Avo Secrets”, focuses on the well kept secret that avocados contribute predominantly good fats like mono and polyunsaturated fat, and so are now deemed healthy. The Avo Secrets commercial opens with members of a top secret society standing in a dark marble hall, surrounded by tall stone arches. The society leader is troubled, as we (the rest of humankind) have figured out that Avocados From Mexico have good fat – a precious secret the society is supposed to protect. His frustration grows when he notices one member, Kyle, live streaming the top secret meeting on his phone. “…is that not cool?” Kyle asks. Throughout the spot, other members anxiously clamor, humorously toying with viral, pop culture “mysteries.” They ask the leader if we’ve found out that there are only forty nine shades of gray; or whether we know that the moon landing was fake. “At least they don’t know about subliminal advertising,” says one member, and actor Jon Lovitz flashes on the screen saying “Eat them.”
Avocados From Mexico’s healthy brand message conforms to the U.S. Food & Drug Administration’s announcement concerning the definition of the term “healthy” on nutrition labels and foods. For avocados, the new recommendation shifts the focus, from total fat, to having a fat profile makeup of predominantly mono and polyunsaturated fats.
To immerse consumers in this year’s campaign, Avocados From Mexico has launched #AvoSecrets, a multi-touchpoint digital experience focused on a mysterious cellphone full of tasty secrets and clues. Throughout AFM channels, consumers have the opportunity to interact with the secret phone that belongs to one of the members of the secret society from the ad. By interacting with any of the multiple experiences and sharing on social media, users have the opportunity to win over $50K in prizes through February 7.
Avo Secrets Credits
The Avo Secrets campaign was developed at GSD&M by chief creative officer Jay Russell, president Marianne Malina, group creative directors Tom Hamling and Tim Eger, associate creative director/copywriter Barrett Michael, associate creative director/art director Greg Wyatt, art director AK Sanford, copywriter Kelly Foreman, director of production Jack Epsteen, account director Sabia Siddiqi, account supervisor Cat Snyder, director of business affairs Lindsay Wakabayashi, chief strategist Andrew Teagle, and project manager Venus Soto.
Media was handled by Havas Media, Richards Lerma and Ketchum.
Editor was Gavin Cutler at Mackenzie Cutler with assistant editor Pamela Petruski, executive producer Gina Pagano, and Jacob Stern (Teaser) at GSD&M.
Visual effects were produced at The Mill by executive producer Rachel Trillo, producers La-Ra Hinkeldeyn, Luis Martin, 2D lead artist Antoine Douadi, designer Chet Hirsch, colour producer Natalie Westerfield, colourist Josh Bohosky.
Sound was mixed at Sound Lounge by sound engineer Tom Jucarone, executive producer Mike Gullo and senior producer Kate Albers, and David Bewley (teaser) at Pony Sound.