Avocados From Mexico and GSD&M have teamed up for the “First Draft Ever” ad airing during the 1st quarter. In the spot, Mexico ultimately drafts the avocado highlighting how Mexico’s climate and volcanic soil makes it the ideal locale for growing perfect, smooth avocados all year long. The ad is meant to serve as a catalyst for the innovative marketing and trade initiatives which focus on inspiring people to buy more and eat more avocados by reinforcing year round availability and the highest quality fruit. Featuring two well-known commentators Doug Flutie and Jerry Rice (who is also starring in the Mercedes Benz commercials), the effort plays on the annual NFL draft – a majestic commissioner presides as countries choose plants and animals that will grow and thrive there. The spot attempts to bring to life a jovial correlation between drafting players in sports and drafting quality product when it comes to avocados. Guacamole is undoubtedly a popular snack for consumers on game day, and the TV ad represents the versatility, popularity and high quality of the fruit and brand.
Avocados From Mexico will be the first fresh produce brand ever to advertise during the Super Bowl.
On game day, the approach is for Avocados From Mexico to dominate real-time social media engagement and promotion around the ad in collaboration with their agencies in order to extend the momentum while engaging with their fans. GSD&M is setting up shop on the night of in a specially-designed “social war room” in Dallas. Additionally, a full-fledged digital campaign will launch following the spot premiere that includes a site experience and features seven online videos on YouTube, Facebook and Twitter around a big consumer promotion that will unfold throughout the rest of the night and lead into the following day. Avocados from Mexico will award prizes to Twitter users who engage with the video and social content pushed out following the spot. Users who share or retweet posts about Mexico’s various “draft picks” that take place throughout the evening will be entered to win various prizes related to Mexican origin.