California Avocados - Avo & Toast
My favorite part of advertising is diving into the profound depths of human behavior. Take, for example, the collective and dare I say, meditative, experience of standing in the grocery isle squeezing avocados. Any given hand, no matter the sociopolitical identity of the human attached to it - searching, longing, for that perfect yield. This ritual is so transcendent in fact, that the human forget’s one of it’s most stubborn obsessions.
Origin.
The fact of the matter is, no one cares where avocados come from, an oversight much to the dismay of the California Avocados Commission.
So we created Avo, a cool, calm, and collected California native, and his best friend Toast, a recent transplant. We sent the dynamic duo on a roadtrip across the great state of California to highlight the connection between avocados and the golden state.
Avo takes Toast to the Grove.
No, not the mall. Avo would never go there.
They found their zen in Joshua Tree.
Repeat after me, “I buy locally grown, California avocados.”
Toast decided he’s more of a pilates kinda guy.
I took the liberty of making toast Jewish. He should’ve been better at wandering the desert.
Avo teaches Toast to surf in Santa Barbara.
Toast is really scared of sharks. Something about not wanting to be eaten alive. He thinks the human race has progressed far to much to die in such a way.
Avo & Toast camp in the Redwoods.
Toast hates bad writing.
Ok fine. Toast is me.
Which made this next part really hard.
The Avo & Toast Cookbook
Where Avo and Toast teach you some of the best ways to eat them.
Executive Creative Directors: Laura Sampedro, Carlos Alija
Creative Directors: Tyler Kirsch, Erica Sanchez
Copywriter: Michelle Chocron
Art Director: Ashley Bozeman
Animator: Al Murphy