Why one agency is drawing inspiration from Jesus and avocados for Super Bowl marketing

February 03, 2023

By Denny Alfonso

For any ad agency, it’s a big win to produce a Super Bowl commercial. (This year’s 30-second spots cost $7 million each.) For the team at Lerma, a multicultural agency in Dallas, being chosen to produce three Super Bowl spots is a privilege, especially because it’s the first time the shop has created ads for the big game.

The agency is producing a 30-second commercial for Avocados from Mexico, and 30- and 60-second spots for He Gets Us, a Christian nonprofit organization. Both campaigns are national ad buys.

According to Variety’s prediction, Super Bowl LVII will verge on 100 million viewers in the United States, a figure not recorded since 2018. It’s one of the reasons He Gets Us has chosen the event for its multi-million-dollar ad campaign, which is supported by several anonymous donors.

For its part, Avocados from Mexico unveiled the teaser of what viewers will see during the big game. And the ad starring actress and comedy star Anna Faris aims to surprise audiences in a way never seen before, the agency says.

Digiday spoke with Pedro Lerma, founder and CEO of Lerma, who talked about the relevance of a multicultural approach that can fit with any campaign, the growing influence of Hispanic culture and why it is imperative that brands work with agencies that bring experience to the table.

This interview has been edited and condensed for clarity.

This is the first time Lerma has produced TV spots for the Super Bowl. What has the experience been like?

The stakes are as high as they get. Seven million dollars for 30 seconds. But honestly, we treat every client assignment with this level of care. The experience has been exciting, as you might imagine, particularly considering we have been an independent agency for less than two years.

Some agencies have overcome challenges by producing a single ad for the Big Game. How did the planning and execution go when producing three for the same year?

Fortunately, we were well-prepared for this moment. We’ve grown by more than 100% over the last 18 months. We’ve brought on amazing talent. We have had two distinct creative groups working on the Avocados From Mexico and He Gets Us spots. The leads on these assignments have previous Super Bowl experience, so we knew we had the firepower. That experience allowed us to focus on breakthrough creativity and to not be overwhelmed by the logistics.

We understand that one of the objectives of Avocados from Mexico is to reach the tables of millions of consumers who watch the Super Bowl. Would you share with us something that viewers should expect to see in that TV spot?

For Avocados From Mexico, Super Bowl Sunday is the single biggest avocado consumption day of the year. In fact, 105 million pounds of avocados are consumed on that one day. So, every year, we try to engage the audience with something fun. This year, it’s …read more

Source:: Digiday

      

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