The marketing group, which represents Mexican growers of Hass avocados that supply 80% of the U.S. market, will return to the Super Bowl for the fourth consecutive year. The group will air a 30-second commercial at some point during the first half, according to Kevin Hamilton, the organization’s senior director of marketing. In recent games, the company has managed to slot its Super Bowl ad in the first commercial break, he said. NBC will air Super Bowl LII on February 4, 2018.
The commercial will have a “light-hearted, fun approach,” said Hamilton, in an interview. The company likes to show avocados – often in the form of guacamole – at the center of fun times involving food, and this Super Bowl will likely echo that theme. Omnicom Group’s GSD&M agency is helping to create the ad. The 2017 ad took a humorous approach to show how avocados contribute to health and wellness.
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