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.
White Ribbon has launched its “My Friend, Max Hate” campaign in Canada featuring this public service film that follows the journey of a young, isolated boy who becomes influenced by a misogynistic online puppet, “Max Hate.” The PSA reveals how online figures in the manosphere--a network of online communities promoting hateful, misogynistic rhetoric which fuels attitudes among young men and boys that contribute to gender-based violence.
“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” said Humberto Carolo, White Ribbon CEO. “These misogynistic online groups have existed for years, but their influence has grown under controversial figures, driving an increase in gender-based violence. With the My Friend, Max Hate campaign, our goal is to expose the damaging influence of misogynistic figures and raise awareness, particularly among young men who are often drawn into these toxic online communities.”
Launching two weeks before Safer Internet Day (February 11), the campaign--from Toronto agency Bensimon Byrne--underscores the importance of online safety and protecting youth through clear content boundaries.
White Ribbon is creating an online resource hub that educates individuals on how to recognize harmful online groups and provides support for young men and boys seeking to escape. Additionally, the campaign will launch a TikTok account, @max_hate_, featuring the PSA ‘My Friend, Max Hate’ puppet to expose how these figures gain influence and spread hate in a space that reaches those most influenced, young men.
The PSA was directed by Angie Bird via Toronto-based Westside Studio.
