Avocados from Mexico is taking a slightly different approach to the big game than last year’s weirdness with Chris Elliott. The produce brand’s fifth annual Super Bowl ad will feature Emmy and Tony Award–winning actress and singer, Kristin Chenoweth.
The 30-second spot (to be run in the second quarter of the game broadcast) will use Avocados from Mexico's unique brand of lighthearted humor, as a new teaser for the ad suggests. In it, three dogs are howling in an empty dog show ring. Chenoweth then stops them and says, “No, no, no, it’s supposed to sound like this,” as she operatically sings the Avocados from Mexico tag.
The brand, which made Energy BBDO its agency partner last year, is also bringing the campaign to life ahead of the game, partnering with Adopt-A-Pet to support the commercial concept that involves dog adoption technology using IBM Watson AI to engage consumers in a unique way beyond the broadcast — and perhaps give some dogs new homes in the process.
“Our idea for this year’s Big Game campaign is that avocados are so desirable that people will go to great lengths for them and, as our fans have come to expect, we’re displaying this with our classic humor on AnythingForAvos.com,” said Ivonne Kinser, head of digital for Avocados from Mexico. “This website will have many opportunities for people to engage with our brand and have fun with the idea of dogs being able to communicate, telling us ‘Avocados from Mexico are Always Worth It.’ We had so much fun filming the ad with Kristin Chenoweth and the dogs. We hope this entertaining digital experience we’re launching ahead of our spot will make consumers even more excited for what is to come during the Big Game.”
This year, Avocados from Mexico will offer access to AnythingForAvos.com, the brand’s Big Game digital hub that gives consumers access to fun and interactive content that underlines the value of the brand. Through its digital initiatives, the brand will offer more than 20 different activations via the multi-experience platform, as well as content across all major social media platforms.
As part of this program, Avocados from Mexico and The Onion have teamed up to bring some important (fictitious) breaking news to light: technology that allows humans to communicate with canines. In this exclusive segment, doggy anchors explain why avocados are in such high demand and why they are Always Worth It. They also give the inside scoop on how the public can access this technology to be able to communicate with their furry friends, as well.
The ‘Match Dog Com’ integration partnership with Adopt-A-Pet will help match people interested in adopting a dog with their perfect pup in their local area. The platform will leverage IBM Watson artificial intelligence technology to pair people with a dog they can adopt, based on their answers to a few questions regarding their avocado and lifestyle preferences. The brand worked with dog trainers to map the traits of the IBM Personality Insights, building algorithms that establish a match between the user, dog breeds, and dogs available for adoption from the robust database at Adopt-A-Pet.
Last year, Avocados from Mexico partnered with Silicon Valley startup, Inmoji, to develop and launch a first-to-market solution. This year, they have teamed up again to turn consumers' selfies into clickable emojis and to alter those selfies in fun ways involving avocados through the Picmoji feature.
Additionally, Avocados from Mexico fans can find various forms of entertaining content at the game-specific website, from game day recipes to humorous content created by well-known comedy writers.