MERCADEO Versión en español
LERMA/ directs creativity of Super Bowl commercial for Avocados From Mexico
Liz Unamo| 11 de enero de 2023
Campaña AFM de LERMA/
If matching a client’s objectives is an agency goal, actually doing so and achieving top marketing results is the ad industry’s Holy Grail. That performance level, of which very few are capable, is what LERMA/ and Avocados From Mexico (AFM) have displayed over the past eight years. Through all those years, the multicultural agency has guided the online presence of the brand during the Super Bowl together with its technological partner 270B, but for this edition it is directing creation of a TV commercial as well. “This participation of LERMA/ is without precedent, since in previous years as Digital AOR (agency of record) our participation was focused on the digital world. Today, we can combine the online world with the parallel TV world and provide all a Super Bowl ad can give you in the U.S. The content has always been one, but now the content will be ONE with the same origin and concept all around,” was the description given by Francisco Cardenas, principal, digital & social media director of LERMA/. One challenge the client likes to push is the use pf new technologies in order to significantly heighten the efficiency of media investments, “from creating virtual worlds (before the metaverse trend) to the use of artificial intelligence, the creation of digital avocados in the blockchain (now known as NFT), interactive emojis and even hacking the Twitter interface to create a shoppable social experience within the thread.”The relation between LERMA/ and Avocados From Mexico began in 2015 and since then has been marked by a very close collaboration. “Without fear of exaggerating, I don’t believe we’ve ever had a client that comes to a meeting more open to brainstorming than our Avocados From Mexico client. Ivonne Kinser (VP of marketing & innovation at AFM) in particular has joined in as one more element of our creative and strategic team – or we joined hers, depending on how you want to look at it,” Cardenas said. During all this time, LERMA/ has had the good fortune to see Avocados From Mexico grow since its start as a brand. “I remember having been at a meeting with Alvaro Luque, president and intellectual author of what Avocados From Mexico is today, where from some little rental offices he told us about the potential he saw in the brand and how he wanted to make it grow. What he promised on that occasion he has achieved 10 times over. It has been very satisfying to see a brand grow in that way, since one usually works with brands already well established, and where just a few lucky employees still know the founders.
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