A secret society is subject to subliminal advertising in Avocados From Mexico’s fun Super Bowl spot.
The agricultural brand will run a 30-second spot in the first quarter of the Big Game but on February 2 it released an extended 90-second cut of its ad from creative shop GSD&M.
“We are excited to once again showcase the fun, light-hearted spirit of our brand during advertising’s biggest night,” said Alvaro Luque, president of Avocados From Mexico, in a statement. “Our ad is part of an integrated campaign to educate consumers about the good fat that Avocados From Mexico provide. We are delighted to lead an important shift towards advertising healthy options during this premier pop culture moment.”
The group has also worked with digital shop Richards/Lerma to create a social campaign, #AvoSecrets, for mobile, where consumers can check out some of the mysteries the group would like to keep under wraps.
With that effort, consumers will be interacting with a fake secret phone used by one of the secret society members in the ad through various experiences, which the group hopes they will share on social media. Consumers that play along before Feb. 7 will have the chance to win more than $50,000 in prizes.
Credits:
Client: Avocados From Mexico
Agency: GSD&M
First Air: February 1st, 2017
Chief Creative Officer: Jay Russell
President: Marianne Malina
Group Creative Director: Tom Hamling
Group Creative Director: Tim Eger
ACD/Copy: Barrett Michael
ACD/AD: Greg Wyatt
Art Director: AK Sanford
Writer: 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
Project Manager: Venus Soto
Production Company: O Positive
Director: David Shane
Director of Photography: Ellen Kuras
Executive Producer: Ralph Laucella, Marc Grill
Producer: Marc Grill
Editorial: Mackcut
Editor: Gavin Cutler
Assistant Editor: Pamela Petruski
Executive Producer: Gina Pagano
Editor (Teaser): Jacob Stern/GSD&M
Music: Robot Repair
Composer: Josh Hawkins
Producer: Doug Darnell
Creative Director: Aaron Alden
Music (Teaser): APM
Visual Effects: The Mill
Executive Producer: Rachael Trillo
Producer: La-Ra Hinkeldeyn, Luis Martin
2D Lead Artist: Antoine Douadi
Designer: Chet Hirsch
Colour: The Mill
Colour Producer: Natalie Westerfield
Colourist: Josh Bohosky
Mix: Sound Lounge/ Tom Jucarone
Mix (Teaser): Pony Sound/David Bewley
Source: Adweek
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