New AFM TV spot alert! Just in time to reinforce our partnership with the College Football Playoffs for the first time this year.
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Advertising jingles can certainly get stuck in your head—as memorably illustrated in the new Avocados From Mexico campaign from agency Lerma/.
A pair of spots directed by Station Film’s Brendan Gibbons feature everyday scenarios that suddenly get weird when someone sings the Avocados jingle out of context—and then gets called out for it. But all ends well—as the message that avocados make any situation better puts everyone at ease.
Here’s the first spot, with a football theme. The tagline is, “Always good.”
Pedro Lerma, CEO of Lerma/, said the approach came from the insight that the Avocados From Mexico jingle has become embedded in culture—which he’s even experienced firsthand.
“I frequently have friends tell me their kids sing the Avocados From Mexico jingle constantly,” he said. “So when we leaned into using the melody to deliver less-than-great news, it became the perfect platform to ‘Make Everything Better!’ It’s a really fun campaign I believe we’ll be able to run with for a long time.”
A second spot takes place in a suburban neighborhood, where water workers have had a mishap.
“The client was looking for two very specific things this year. First, remind people that Avocados From Mexico make everything better. Second, amplify the ways we use our jingle,” said Bill Cochran, executive creative director and writer at Lerma/. “While we initially attacked both asks separately, it became one of those weirdly wonderful things where merging two ideas on top of one another became almost magical.”
Kelly Burke, director of brand marketing at Avocados From Mexico, called the jingle “one of our most iconic brand assets.” She added: “For the first time ever, we’re creating an entire brand campaign that leverages the power of our jingle to show how Avocados From Mexico can make any situation better.”
“This campaign has a beautifully simple hook,” added Gibbons. “The team at Lerma/ had the confidence to play it subtly and let viewers find the humor on their own. And that’s when the magic usually emerges.”
