Evaluating: Avocados in Space
This week we sat down to analyze the 2016 Super Bowl ad entitled, Avocados in Space. This ad, created by Avocados from Mexico, opens up as a museum tour guide leads a mixed group of intergalactic museumgoers through a tour of earth’s cultural history. The spot pokes fun at the Rubik’s Cube and our inability to solve it, calls airplane seats a “21st century torture device,” and describes emojis as our alphabet. The commercial wraps up with the final item on display, “the most amazing of all are the avocados from Mexico. They’re always in season, so you can enjoy them all year long,” and offers guests a chance to feed Scott Baio. Using humor, wit, and cultural references––was this ad successful? (If you missed our introduction, feel free to catch up here: Evaluating Advertising Like It’s Your Job.)
(Although getting a high score for each component would be wonderful, there are cases where one component may be more important than another because of the target audience or the ad’s communication objective.)
Engagement (Does it keep your attention?)
This is an entertaining commercial that relies heavily on cultural references, using them to draw you in—you want to watch and see what the commercial is about: 8 out of 10.
Memorability (Do you remember the benefit and brand?)
This Avocados from Mexico commercial has a strong headline, interesting visuals, and a catchy jingle and tagline that pulls it all together. The story gets a little blurry when it comes to the actual brand message (Avocados from Mexico). The random, quirky, weirdness of the space aliens adds to its memorability factor, and in the end we remember the commercial. Thanks to the jingle/tagline we remember that avocados do come from Mexico. Memorable? We think so––8 out of 10.
Relevance (Does it connect with the right target in the right medium?)
Overall this ad does resonate with the target audience in a meaningful way and it does address customer insight: “I love making homemade guacamole, but one ripe avocado is just as good as the next.” Being showcased at the Super Bowl is a little surprising since it is a healthy whole food––not a conveniently packaged food item that you can grab and go like other foods advertised during the game. However, since the ad is promoting guacamole and chips, a snack often featured at parties, that increases its relevance. We gave it an 8 out of 10.
Clarity of Message (Do you understand the communication objective?)
We feel that the clarity of the message was sacrificed a bit for the sake of engagement and uniqueness. Throughout the commercial, you watch and wonder where it is going. The presentation of Avocados from Mexico is presented at the end and feels like it comes a bit from left field. The key message ultimately is that “avocados are in season all year round.” It’s a simple message, but it’s presented in a complicated way. 5 out of 10.
Uniqueness/Breakthrough (Is it original? And/or did it surprise you?)
This ad is definitely unique. Avocados in Space is a standout concept that hasn’t been done before. It also is inextricably linked to the brand––how many other avocado commercials are you aware of? Only those that come from Mexico! 8 out of 10.
Motivating (Will it change behavior?)
The behavioral objective is clear: Avocados from Mexico are special; because they thrive in that climate year-round, you can depend on their quality and flavor. And thanks to a contrasting color palette, which includes a bowl of bright green guacamole and an avocado tree inside a gray sterile space ship, we found ourselves wanting avocados––particularly from Mexico. The logo is bright, fun, and drives your desire for guacamole. We think it works, it didn’t even use the word “guacamole” and we certainly wanted some. 8 out of 10.
In the end, despite this ad’s twists and turns, we were pleasantly surprised that avocados from Mexico are always in season. Now we will take notice if the avocados we buy are from Mexico. Mission accomplished.
