With its very first Super Bowl commercial, Avocados From Mexico — which will make its presence felt this Sunday at parties across America — wanted to make a splash. Created by agency GSD&M, produced by Biscuit Filmworks and directed by Matt Dilmore, the clever ad sends up our obsession with all things NFL draft-related.
In this extended version of the spot, ex-NFL players Jerry Rice and Doug Flutie, along with a a caveman, comment on the “First Draft Ever.” The prehistoric selection process involves each country in the world selecting a single item.
For example: when Brazil selects the sloth, Rice criticizes its “off-the-field issues.” The United States picks wheat. And when it’s Mexico’s turn, it’s pretty obvious what its choice is going to be. (I feel bad for the polar bear.)
Avocados From Mexico is making a big push for its product, and with seemingly good reason. The company claims that in January 2014 alone, Americans ate 70 million pounds of avocados. That’s a lot of guacamole.