Avocados From Mexico and ad agency GSD&M have teamed up for this “First Draft Ever” ad airing during the 1st quarter of the Super Bowl. In the spot, Mexico ultimately drafts the avocado highlighting how Mexico’s climate and volcanic soil makes it the ideal locale for growing perfect, smooth avocados all year long.
Featuring two well-known commentators, former NFL stars Doug Flutie and Jerry Rice, the effort plays on the annual NFL draft–a commissioner presides as countries choose plants and animals that will grow and thrive there. It will bring to life a jovial correlation between drafting players in sports and drafting quality product when it comes to avocados. Guacamole is undoubtedly a popular snack for consumers on game day, and the TV ad represents the versatility, popularity and high quality of the fruit and brand.
Matt Dilmore of Biscuit Filmworks directed “First Draft Ever.”
Credits
Client Avocados From Mexico Agency GSD&M, Austin, Texas Jay Russell, chief creative officer; Tom Hamling, Tim Eger, creative directors; Leigh Brown, sr. copywriter; Jon Williamson, sr. art director; Jack Epsteen, director of production; Andrew Teagle, chief strategist; Katie Fitzgerald, strategist; David Fawcett, Summer Ortiz, Marcus Davis, studio art; Marlo Gil, Alicia Ross, project manager; Shannon McMillan, sr. art producer. Production Biscuit Filmworks Matt Dilmore, director; Darko Suvak, DP; Shawn Lacy, managing director; Colleen O’Donnell, exec producer; Carr Donald, line producer. Editorial Cut+Run Jay Nelson, editor; Remy Foxx, producer; Michelle Eskin, managing director; Carr Schilling, exec producer. Music/Sound Design Robot Repair Doug Darnell, composer/sound designer. VFX a52 Andy Barrios, VFX supervisor; Kim Christensen, exec producer; Heather Johann, producer. Audio Eleven Sound. Jeff Payne, mixer.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
