GSD&M Gets Subliminal in Big Game Ad for Avocados From Mexico

By Erik Oster 

Following up last year’s space-themed Super Bowl spot for Avocados From Mexico, GSD&M continues its odd humor for the brand with its latest big game ad, this time focusing on a secret society. Today the agency recently unveiled a 90-second, full-length version of the spot.

One member of the group is very unhappy that someone keeps leaking its secrets. No, not that they faked the moon landing or are actually responsible for “Deflategate” (they found a fall guy for that). Instead, people have found out that avocados have “good fat.” One member asks if people know about subliminal advertising. When another tells him “That’s not even a thing,” Jon Lovitz quickly proves him wrong.

The spot follows in the oddball humor that has characterized past efforts for the brand. Whether or not it’s your bowl of guac, it’s certainly unlike any other big game ad you’ll see this Sunday. A 30-second version of the ad will run during the first quarter. Supporting the effort will be an “#AvoSecrets” social media initiative from digital agency Richards/Lerma.

“We are excited to once again showcase the fun, light-hearted spirit of our brand during advertising’s biggest night,” Avocados From Mexico president Alvaro Luque said 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.”

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

Color: The Mill
Color Producer: Natalie Westerfield
Colorist: Josh Bohosky

Mix: Sound Lounge/ Tom Jucarone
Mix (Teaser): Pony Sound/David Bewley