Avocados From Mexico’s 30-Second Super Bowl Spot Depicts a Bizarre Dog Show Where Humans are Competing for Guacamole

The dogs are the ones doing the judging

Guacamole spoils a competition in Avocados From Mexico's Big Game spot. Avocados From Mexico
Headshot of Kristina Monllos

Roles have been reversed at a dog show—with the dogs showing off their humans, naturally—in Avocados from Mexico’s 30-second Super Bowl spot. The ad, which stars actress Kristin Chenoweth, will air during the second quarter.

“I know that fans really look forward to seeing Avocados From Mexico’s Big Game ad,” said Kristin Chenoweth, in a statement. “I’m really excited to be a part of their campaign this year—it involves my two favorite things, avocados and dogs!”

The trade group also created a 60-second version of the spot, which was created by Energy BBDO, that it will use digitally. Previous, the brand unveiled two teasers featuring Chenoweth and dogs.

“I believe the Super Bowl is the most underrated investment you can [make] as a marketer if you treat it the way you need to,” Alvaro Luque, CEO of Avocados From Mexico, previously told Adweek. “You could say that I’m crazy thinking that more than $4 million for 30 seconds is underrated, but the reality is that if you see that as an ad, it will never pay off. But if you see this as an excuse to create a two-week campaign for the company, there’s no way you can do that and be that successful investing those dollars compared to the Super Bowl.”

As part of the Super Bowl campaign, Avocados From Mexico has partnered with Adopt a Pet to create a dog matching service called Match Dog Com using IBM Watson. The trade group also created a fictitious news portion of its site with The Onion called Barking News.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.