This was the first Super Bowl campaign I worked on. Our task was to create a digital experience that tied into GSD&M’s spot without giving too much away.

The ad itself poked fun at conspiracy theories, featuring an Illuminati-like secret society outraged that their secrets were being leaked—one of which was that people were catching on to the fact that avocados are healthy. It featured a character named Kyle, who was scolded by the society’s leader for livestreaming their meeting. Building on this, we developed a web experience that transformed the user’s phone into Kyle’s, inviting people to uncover even more of the secret society’s mysteries.

A fun bit of inside baseball: GSD&M intentionally included references to real conspiracy theories throughout the ad and suggested we post about them in conspiracy subreddits. However, we opted against it for brand safety—this was right after Trump’s first election, when conspiracy theories were running rampant online. But as it turned out, the conspiracy theorists noticed anyway. Some even started posting YouTube breakdowns of the ad, accusing Avocados From Mexico of being in league with the “real” Illuminati and the Bilderberg Group, as seen below.