Avocados From Mexico Plans Large Presence On Social Media During Super Bowl With #FirstDraftEver

AVO_logo_stacked_080513Avocados 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 YouTubeFacebook 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.

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LaDainian Tomlinson

Chip Kelly and LaDainian Tomlinson Join Fans at Tostitos Party Blvd

LaDainian TomlinsonLast time we saw Chip Kelly, he was starring in a series of commercials debating whether he or Tostitos was the “official chip of the NFL.” Chip appears to have put the debate aside and has joined LaDainian Tomlinson at Tostitos Party Blvd at Super Bowl XLIX.

“Tostitos Party Blvd.” spans two city blocks, complete with Tostitos chips and dips for fans to enjoy. Fans could also test their speed, agility, and humility as they tackle a variety of backyard party games, including:

  • Slingshot Blitz: A party game favorite reimagined as an arcade-style experience complete with surprising special effects.
  • Double Dipper Dunk: A twist on the classic dunk tank, this game invites participants to hit a target opposite them with a football, which results in being “dunked” into a massive bowl of Tostitos dip.
  • Mega-Mecha Cornhole: A tailgating favorite in parking lots and college campus across the country.

“All season long, we’ve challenged Tostitos fans to show us their party awesomeness – from the videos they’ve posted online, to our in-stadium tailgates throughout the season. Our fans proved time and again, they have what it takes to party like pros,” said Jeff Klein, vice president of marketing, Frito-Lay, North America. “With Tostitos Party Blvd. we’re wrapping up this NFL season with one final party for the ages – complete with awesome fans, over-the-top games, delicious snacks and two NFL greats to kick off the festivities. We can’t wait to see what our fans bring to Phoenix this week – game on.”


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Kimpton Seattle Accepts Kimpton Boston’s Super Bowl Challenge

In a Marshawn Lynch-style press conference, Kimpton Seattle has accepted Kimpton Boston’s Super Bowl Challenge. Surrounded by products representing either Seattle or the Seahawks, a man disguised as Lynch accepted Kimpton Boston’s wager and issued one of his own.

Before issuing the wager, Tom Waithe, the Regional Director of Operations for Kimpton Hotels in the Pacific Northwest, answered a bunch of questions. The entire video is half a homage to Marshawn’s Skittles press conference and half to Marshawn’s actual Super Bowl press conference.

He also introduces his two fish friends, Pete Coral and Richard Merman.

The wager was directed specifically at Joe Capalbo, Kimpton’s Area Director of Operations in Boston, who starred in Kimpton Boston’s video challenge.

When the Seahawks win, Joe Capalbo will stand infront of Boston’s City Hall wearing a 12th Man jersey, handing out Skittles, declaring his love for the Seattle Seahawks!

In addition, the man asks that Kimpton Boston makes a donation to both Seattle Children’s Hospital and Boston Children’s Hospital.

MORE: Watch Kimpton Boston Challenge Kimpton Seattle to Super Bowl Wager

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Hyundai Taps David Feherty For New Ad Campaign

Hyundai has teamed up with the host of the Feherty show, current CBS golf analyst and former PGA TOUR player David Feherty as the company’s first golf ambassador. In this role, Feherty will be the voice and face of Hyundai Golf, lending to golf initiatives, making appearances at Hyundai sponsored golf events and starring in the company’s latest commercials that will premiere on his show Feherty on the Golf Channel this week.


In Hyundai’s new advertisements, Feherty uses his signature wit and colorful personality to provide “driving tips” to consumers, playing on the juxtaposition of driving in golf and driving Hyundai’s all-new Genesis. He provides driving tips for multiple situations including form, navigation and keeping focus, complete with narration and more as if he is analyzing a golf swing. Feherty will also be analyzing “drives” from a social media standpoint for the brand later in the year. The creative was developed by INNOCEAN USA.



“Hyundai’s goal is the perfect drive for every golfer from fairway to highway and who better than a guy like me who analyzes drives for a living to provide tips on the company’s behalf?” said Feherty. “I think the ads and partnership will resonate with golf fans; they were an absolute blast to film. And who doesn’t love a little bit of witty Irish humor?”


Feherty enjoyed a successful PGA TOUR career earning 10 victories worldwide before retiring from competitive golf in 1997. Since then he has been an analyst and commentator for CBS Sports’ golf coverage and has been the host of his own critically-acclaimed show Feherty on Golf Channel where he interviews celebrity guests including hall of fame athletes, professional golfers, actors and more.



“David Feherty is a unique personality – outspoken, unapologetic and obviously very funny. He’s a professional that isn’t afraid to follow his own path and take a few risks along the way,” said David Matathia, director, marketing communications, Hyundai Motor America. “In that sense, he’s a great representative for Hyundai because we see ourselves in that same light. We’re thrilled to have him as part of this campaign and our Hyundai Golf activities like the Hyundai Tournament of Champions and the Hyundai Invitational.”

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Kimpton Hotels of Boston Challenges Kimpton Hotels of Seattle To Super Bowl Wager

Normally it’s the mayor of the two cities who put a friendly wager on the outcome of the Super Bowl, but Kimpton Hotels found a unique way to insert their brand into the festivities in New England and Seattle surrounding the Super Bowl.

Kimpton Hotels of Boston made a bet with Kimpton Hotels of Seattle based on the outcome of Sunday’s Super Bowl between the New England Patriots and the Seattle Seahawks.

“We’ve been known to throw tea overboard in the past, but we’re coming after your coffee next.”

The video opens with Kimpton’s Area Director of Operations on location at the Boston Tea Party Ships & Museum. After describing the ship and giving praise to Boston, the Director of Operations shares the wager. If the Patriots win the Super Bowl, the Seattle hotels must do all of the following on the Championship Parade day:

  • Serve New England Clam Chowder in their restaurants
  • Serve a New England brewed beer and a Boston tea-infused cocktail in their bars
  • Replace Seattle coffee with the coffee that New Englanders run on
  • Wear Patriots gear at Front Desk
  • Rename the hotel’s gold fish, ‘Gronkfish’
  • Play music by Boston bands in their hotel lobby all day


The wager and YouTube video is a great way for IHG and Kimpton to align their hotels with the Super Bowl without paying official sponsor prices.

Kimpton Hotels & Restaurants was acquired by Intercontinental Hotel Group (IHG) in December. IHG is not a sponsor of the NFL, the designation of Official Hotel goes to Courtyard by Marriott, so Kimpton refers to Sunday’s matchup as the “Big Game,” a standard procedure for non-NFL sponsors.

Aside from the wager, Kimpton’s Area Director of Operations also shares some words of wisdom.

“We all know that without the United States, there would be no Seattle.”

Thanks, Joe.

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