A behind-the-scenes look at the making of Avocados from Mexico's Super Bowl spot
Molly Ringwald rocks a casual-meets-glam look in an avocado green tracksuit as she strolls to the set for one of the scenes in Avocados From Mexico’s Super Bowl commercial. Despite her celebrity status, at this moment, it’s a co-star—an actual avocado, donning a nearly identical outfit—that’s getting more of the attention.
Ringwald is the star of the produce brand’s sixth consecutive Super Bowl spot, which, like the preceding five, leans on humor and a celebrity appearance.
“Even though it's the same message that we’re trying to develop compared to last year, it’s a completely different approach that we’re taking this year,” Avocados From Mexico CEO Alvaro Luque said on the set of the Super Bowl commercial shoot.
“The Avocados From Mexico Shopping Network” takes viewers inside the world of a fictitious shopping network focused on products for people to give to the food they love. In this particular scene, Ringwald and an avocado are getting ready to travel, with matching avocado green apparel and luggage. The avocado’s tracksuit has the word “ripe” written in tiny rhinestones across the backside. It’s the work of Nicole Manek, a costume designer and stylist on the shoot who has worked with Ringwald in the past.
“We showed it to everyone, and everyone loved it,” Manek said of the avocado’s outfit. “There were no notes, it was very exciting.”
The word ripe, it turns out, isn’t visible in the final cut of the spot, which comes from Energy BBDO and was directed by Frank Todaro. But that level of attention to detail was apparent during the two-day shoot.
“A little more cheesy glam,” Todaro suggested to Ringwald after one take of the scene.
While shooting one of two 15-second teasers, a debate ensued over the placement of an avocado in the back seat of a Subaru. Would it need a car seat or a booster? How do you strap an avocado in while also being able to see the brand’s sticker?
Ringwald tried out several lines for the teaser, including “how much longer till we get there,” “you gonna need to stop soon,” and what seemed to be a favorite of those watching backstage on video monitors, “you’re just going to have to hold it.” Those did not make the final cut.
Ringwald plays a heightened version of herself in the ad. In a departure from the brand’s previous spots, she is seen throughout the commercial, rather than getting more of a cameo appearance. The made-up items she promotes, such as a helmet for an avocado, take people’s everyday obsession with the fruit to extreme levels.
This is the brand’s sixth consecutive Super Bowl spot. The first four, from GSD&M, featured Doug Flutie and Jerry Rice (2015), Scott Baio (2016), Jon Lovitz (2017) and Chris Elliott (2018). Then Energy BBDO took over and its first ad starred Kristin Chenoweth (2019).
This year's Avocados From Mexico effort is only Ringwald’s second product commercial, following a “Nature’s Candy” spot shot decades ago for the California Raisin Advisory Board, before she starred in movies such as “Pretty in Pink.” (Apparently, she has a thing for fruit.)
“Molly Ringwald is fun, lighthearted, exactly like our brand,” said Luque.
Take a look at this new episode of "Anatomy of an Ad" (top) and the 30-second version of the spot (below).