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LERMA/ stands out during Super Bowl for creative brilliance in advertising Avocados From Mexico
Liz Unamo| 15 de febrero de 2023
Anna Faris en el Super Bowl
Faris, better known for her role in the Scary Movie franchise, begins the commercial as Eve together with Adam in the Garden of Eden, and appears to have taken a bite of the apple, which provokes certain weather conditions that aren’t exactly ideal. Naturally, a squirrel appears that tosses her an avocado with the promise that “they make everything better.” “We needed to communicate that Avocados From Mexico make everything better. So while brainstorming, we came up with a simple idea: what would happen if Eve had eaten an avocado instead of an apple? Then the rest started to fall into place, just like dominoes. There would be a better world, there would be no shame of being naked, and of course, avocados would be everywhere,” said Jaime Holcombe, associate creative director, who together with Luis Enriquez formed part of the creative group led by Bill Cochran and Brian Linder. Humor is a constant element in the Avocados From Mexico campaigns. “AFM is a fun brand.Avocados From Mexico is a fun brand. Avocados are a fun fruit. So, we should have fun. We also want our spots to be memorable. And humor sticks with you. If something makes you laugh, you’ll remember it. And you would even want to share it or talk about it,” Holcombe said. Avocados From Mexico worked with its PR Agency and an external celebrity consultant to suggest well-liked celebrities that would play a great Eve: “There were several names tossed around, but we finally decided that Anna’s comedy chops and popularity would best fit our spot. And, most importantly, America loves Anna. We also needed to find the perfect Adam that would match our Eve. We cast in Mexico because that’s where we were shooting the spot, and it is Avocados From Mexico. Once we saw Eduardo Esquivel’s audition, we knew we had the type of Adam we were looking for. He’s a specimen of a human and has a really loveable and innocent presence.”THE CREATIVE PROCESS Lerma is the digital agency of record for Avocados From Mexico. But we had yet to be involved in any previous Super Bowl spots. This year, we finally got invited to pitch ideas, but we only had ten days to do so. We had the whole agency working under a tight deadline. Lerma is the digital agency of record for Avocados From Mexico. But we had yet to be involved in any previous Super Bowl spots. This year, we finally got invited to pitch ideas, but we only had ten days to do so. We had the whole agency working under a tight deadline. We were asked to write within the existing Avocados From Mexico script structure. That structure involves a bad situation being made better by avocados. Being kicked out of Eden was a pretty bad situation, and we thought there was some fun to be had imagining an alternate universe where introducing avocados could make the whole world better. One of our creatives thought of it while in the shower, which makes sense since everyone is naked in our spot,” Holcombe said. All productions have some challenges, and this was no different. “The USDA did not allow us to show any apples. We had the obstacle of presenting the nudity to a prime-time audience in a wholesome way. We had two epic settings to create with Eden and a reimagined NYC. There was a lot of mixing live footage with VFX environments. Productions like this take a lot of time and money. And we had a limited in both. Two of our creatives got sick with COVID two days before the shoot in Mexico. And we didn’t have Anna locked in until a few days before shooting,” he added. “We were lucky to pitch our script to Bryan Buckley at Hungry Man productions. We were even luckier that he and his team were all excited about this project. Bryan has over 70 Super Bowl spots under his belt,” he added. “Buckley brought his A team partners to produce the spot. He brought on an amazing VFX company, The House of Parliament, and renowned editor Chan Hatcher. The entire team was 100% committed to making this happen despite any obstacle in front of us. The creativity they brought to the table was astounding. Their passion and their creative problem-solving is why we were able to overcome every obstacle in front of us.” See the commercial here.
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