Emerald of California, part of Diamond of California, bought its first Super Bowl ad in 2005, using the time for a curious spot by Goodby, Silverstein & Partners about a dad who lies to his daughter about why she can't eat Emerald nuts.
Emerald drummed up a little attention beforehand by sending reporters emails about a leprechaun character who appeared in an earlier version of the ad but was cut from Super Bowl Sunday. The emails sent people to angryleprechaun.com, while Emerald Nuts’ own website added the warning “Don’t go to angryleprechaun.com.”
"Our national Super Bowl spot was a first-time event for us, so it was very important we made that media spend work in every way," Sandra McBride, VP-marketing at the Emerald unit of Diamond, told The New York Times then. "We thought a great way to expand our footprint was to explore ways to make the spot live online."
"Unicorn" shouldered its way through a pack of beer ads and CareerBuilder.com spots starring chimps to land a spot in the top 10 on USA Today's annual Ad Meter that year. Emerald Nuts and Goodby, Silverstein returned to the Super Bowl in 2006 with an even weirder one ("Druid").
BRAND: Emerald Nuts
AGENCY: Goodby, Silverstein & Partners