“Boogeyman” via Goodby, Silverstein & Partners features Robert Goulet as a bizarre office interloper, like a character from a fable beamed into the most mundane real life imaginable. But the scenario entertained the Super Bowl audience while providing both a new reason and a new time to eat Emerald Nuts.
"Putting aside the absurd genius of the premise," Ad Age reviewer Bob Garfield wrote in 2007 as he gave "Boogeyman" his only four-star rating that year, "here's an ad that creates not just a USP but an entire new market."
Diamond Foods and Goodby had been using the Super Bowl to establish and maintain household-name status for Emerald Nuts since 2005 ("Druid"), the first game after it achieved national distribution in 2004. Its big-game ad streak stopped after 2007, when Kraft's Planters ran a Super Bowl ad ("Perfume"). Emerald Nuts returned in 2010 ("Awesomer"), still with Goodby.
Directors: The Perlorian Brothers. Production company: Biscuit Filmworks. Director of photography: Richard Henkels. Executive producers: Shawn Lacy Tessaro, Eric Stern. Line producer: Tuula Hopp.
Creative directors: Steve Simpson, Jeff Goodby. Senior art director: William Hammond. Copywriter: Chris Beresford-Hill. Agency producer: Alex Lind.
Editor: Ian Mackenzie. Executive producer: Melissa Miller.
Visual effects: Brickyard VFX. Visual effects executive producer: Diana Young. Flame artist: Patrick Poulatian. Colorist: Stefan Sonnenfeld.
Composers: John Nau, Andrew Feltenstein. Music company, sound design: Beacon Street Studios. Sound designers: Marc Healy, Brian Chapman. Mixer: Jeff Fuller.
BRAND: Emerald Nuts
AGENCY: Goodby, Silverstein & Partners
QUARTER AIRED: Q3