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.
Chipotle Mexican Grill has rolled out this animated short film, “Unfolded,” which showcases sustainable agriculture comparable to Chipotle’s Food With Integrity principles. Chipotle premiered the film last week as a national TV ad on Roblox to showcase the importance of the farming community that grows real ingredients like those served in Chipotle’s restaurants. Chipotle is billed as the first restaurant brand to unveil a national TV ad in the metaverse. Free entrees were given to the first 50,000 Chipotle Rewards members who viewed the ad on Roblox
In conjunction with the film and as part of the commitment it announced in 2021 to contribute $5 million to support young farmers, Chipotle is donating $2 million across four leading universities, The Ohio State University, Cal State Monterey Bay, Colorado State University and the University of Florida, to support the future of farming. These donations are funded from Chipotle’s initiative to contribute 5% of profits from its sales of Tractor Beverages to support farmers.
Inspired by the company’s purpose to Cultivate a Better World, “Unfolded” brings viewers through an animated world, diving into a Chipotle bag that unfolds into a paper world. The short film depicts industrial farms transformed into vibrant, polyculture farms with diverse and organic crops, symbolizing Chipotle’s efforts to support farmers who prioritize sustainable agricultural practices. The brand serves Responsibly Raised® proteins, and dairy from pasture-raised cows, as seen from an allegorical Chipotle truck moving through farmland on its way to its final destination. The film, created by Venables Bell & Partners and directed by Yves Geleyn via animation studio Hornet, ends with fresh, colorful produce being... Read More
