Trying Situations Become Triumphs in Tasty Avocados From Mexico Campaign

Station Film’s Brendan Gibbons directs LERMA / Agency’s new campaign for Avocados From Mexico, which includes 'Water Main' and 'Benched.' Both spots feature people in very trying situations, but instead of falling apart, the protagonists’ moods soar when offered a delicious snack plate of Avocados From Mexico.

Avocados From Mexico is renowned for its hilarious advertising, including this year’s Super Bowl spot ft. Anna Faris, so teaming up with award-winning comedy director Brendan Gibbons and AdAge Small Agency of the Year winner, LERMA again yielded comedy gold.

Director Brendan Gibbons said, “This campaign has a beautifully simple hook. The team at Lerma had the confidence to play it subtly and let viewers find the humour on their own. And that’s when the magic usually emerges.”

LERMA/ principal, CEO Pedro Lerma said, “I frequently have friends tell me their kids sing the Avocados From Mexico jingle constantly. 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 that I believe we’ll be able to run with for a long time.”

LERMA/ ECD and writer Bill Cochran said, “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. 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.”

Avocados From Mexico director, brand marketing Kelly Burke said, “Our jingle is one of our most iconic brand assets and 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.”