Lerma/ has spent the last year building on its successes. Winner of the 2022 Small Agency of the Year Gold award for agencies with 11-75 employees, the Dallas-based agency moved up a weight class and took daring steps to earn gold in this year’s 76-150 employee category.
The agency accomplished this by growing business with existing clients. The shop has been the Hispanic agency of record for Home Depot for the last 12 years, but last year the home improvement retailer gave Lerma/ the lead on the launch of its first retail product line for general markets. The “Clean Like You Mean Business” campaign introduced the commercial-grade cleaning power of Ecolab Scientific Clean to general and Home Depot’s PRO consumers.
Expanding its relationship with The Servant Foundation, Lerma/ brought Jesus to the Super Bowl with a continuation of the “He Gets Us” campaign with not one, but two thought-provoking spots.
The spot “Be Childlike” sees the world through the eyes of children, while the other, “Love Your Enemies,” showcased conflict between adults. The juxtaposition made “He Gets Us” the most talked-about brand on social media in the Super Bowl—the term “Jesus” accrued more Google searches during the game than at Christmas.
The agency followed the Super Bowl with a spot that used artificial intelligence to recreate imagery describing the many acts Jesus performed in the Bible, including feeding the hungry and clothing the poor. The spot ends with the statement “Jesus’ love was never artificial.”
Not satisfied with only two ads in the Super Bowl, Lerma/ took a shot when it asked Avocados From Mexico to give it a chance at its campaign for the Big Game. With only three weeks to complete, Lerma/ cheekily reimagined the Biblical storyof Adam and Eve to have Eve, played by actress Anna Faris, choose an avocado instead of the forbidden apple.
The spot garnered 2.8 billion impressions and rated highest in positive sentiment of any 2023 Super Bowl campaign, according to Sprinklr.
Lerma/ also won the lead agency of record role for Avocados From Mexico.
