Emerald Nuts/Pop Secret - Awesomer

February 07, 2010 | :30

This spot from Diamond Foods was the Super Bowl debut for its Pop-Secret popcorn brand but not for its Emerald Nuts line, which previously made appearances in Super Bowl XLI ("Boogeyman"), XL (“Druid”) and XXXIX (“Unicorn”). “Awesomer,” like Emerald Nuts’ prior ads by Goodby, Silverstein & Partners, finds an attention-grabbing concept and sticks with it. And how to justify advertising two products at once? With a tag line like "Awesome Plus Awesome = Awesomer."

It's hard to cite other dual-brand Super Bowl ads over the years. In 2005, however, Super Bowl XXXIX viewers saw two cross-promotions: Pepsi's iTunes giveaway "Bottle Songs" and Volvo's Virgin Galactic Sweepstakes "Rocket."

Director: Craig Gillespie, whose Super Bowl portfolio also includes Snickers' "Game," Audi's "The Commander," CareerBuilder.com's "Casual Friday," Ameriquest's "Friendly Skies" and "Doctor," and Cars.com's "Timothy Richman" and "David Abernathy. Production company: MJZ. Director of photography/cameraman: Emmanuel "Chivo" Lubezki. Line producer: Deb Tietjen.

Creative director: Steve Simpson. Associate creative director: Erik Enberg. Group creative director: Erik Enberg. Producers: P.J. Koll, James Horner. Assistant producer: Ana Orrach. Art directors: Nick Spahr, Jason Warne. Copywriters: Craig Mangan, Jon Wolanske.

VFX company: Mass Market. VFX supervisor: Sarah Eim. VFX senior producer: Blythe Dalton.

Final on-line: Mass Market. Sound design: Eleven Sound. Editorial: Hutchco. Editor: Jim Hutchins. Assistant editor: Joaquin Machado.

Send credit info to [email protected].
  • BrandEmerald Nuts/Pop Secret
  • Year2010
  • AgencyGoodby, Silverstein & Partners
  • Superbowl #XLIV
  • Quarter airedQ4