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It doesn’t get much more wholesome than Santa Claus, the Easter Bunny and a unicorn. So, for a squeaky-clean Super Bowl, it’s fitting that Goodby, Silverstein & Partners chose those three characters to star in the first game spot for Emerald Nuts, a division of Stockton, Calif.-based Diamond of California. “We love our G-rated audience,” says Sandra McBride, vp of marketing for Diamond.
The 30-second spot, in development since October, is a departure from last year’s “EN” campaign from Goodby—15-second vignettes that showed “egomaniacal Normans,” “eerie namecallers,” “earmuffed negotiators” and others craving the nuts.
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