Tell us about your role in the creation of this work.
As Executive Creative Directors we led the creative process, from concept to post production.
Give us an overview of the campaign, what is it about?
It’s about showcasing how amazing Avocados From Mexico are through the lens of humans going to insane lengths to get them.
How is this Super Bowl brief different from the usual brief?
Super Bowl is unique because it’s the only time when consumers are definitely tuned into the advertising. The stakes are even higher in terms of delivering memorable, entertaining work that makes sense for your brand.
Can you share your favorite behind-the-scenes moment with us?
Seeing a bunch of well-trained dogs do their thing in front of the cameras was awesome. The human actors were pretty good too.
What was the greatest challenge that you and your team faced during development?
Creating this bizarre universe that is delightfully absurd and at the same time somehow still realistic was probably the biggest challenge. It was a fine line to walk.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
It’s always fun to see your concept become a tangible thing, but this one really took on a life of its own during production. No matter how much you try to plan leading up to the shoot, you just never know what magic will happen in the moment.
What is your favorite Super Bowl ad of all time?
There have been so many great spots over the years. But if we have to pick one we’ll go with Tide’s “It’s a Tide Ad” from last year. Such a smart, simple insight executed perfectly. That one will haunt us for the rest of our days.