Today, Avocados From Mexico, the number one selling avocado in the U.S., will join the ranks of top advertisers during Super Bowl XLIX, and become the first fresh produce brand to broadcast an ad during the biggest American professional sporting event of the year, and possibly ever.
The thirty second ad, appearing in the first quarter, is a unique play on the annual NFL draft, highlighting how Mexico’s climate and volcanic soil makes it the ideal locale for growing perfect, smooth avocados all year long (which in turn will make perfect, smooth guacamole – Yum). The ad is dubbed, “First Draft Ever,” and the long-form version of the ad was released on Friday.
The Super Bowl ad is the start of a larger creative campaign where Avocados From Mexico will engage fans with an hour of online content featuring the spoils of Mexico. While Mexico is naturally home to the avocado, the videos highlight other elements unique to the country. The brand is betting big with robust real-time social media engagement and promotion in collaboration with their marketing agencies (GSD&M, Ketchum and Havas) in order to extend the momentum while engaging with their fans.
Consumers will have a chance to win the “Best of Mexico” and see some endearingly bizarre content in the process. Prizes will be awarded to Twitter users who engage with the videos and social content that will be pushed out following the Super Bowl spot. Users who share or retweet posts about Mexico’s various “draft picks” that take place throughout the evening will be entered to win various prizes related to Mexican origin. Consumers can follow all the action with .
Additionally, a full-fledged digital campaign will launch following the spot premiere that includes a site refresh and rollout of seven online videos on YouTube, Facebook and Twitter around this big consumer promotion that will unfold throughout the rest of the night and lead into the following day.
We have a sneak peak at one that will go live on Super Bowl Sunday.
The video was created as part of The Draft Continues, their hour-long live draft giveaway event that will take place after the #firstdraftever spot airs during the game today. The charmingly bizarre content is not necessarily meant to be viewed in its entirety, though there is goodness in every second if you do take the time to watch, but more as a “check back” between draft rounds.
What do Mariachis and moonwalking have in common? This video. And Mexico. #FirstDraftEver
This is a sponsored post on behalf of Avocados from Mexico.
