It’s a big deal for an ad agency to get one commercial into the Super Bowl, where 30-second spots this year are running for $7 million a pop. But during this year’s big game, Dallas-based LERMA/ Agency will be cheering on three different spots it produced.
According to the Dallas Business Journal, LERMA/ produced a :30 spot for Irving-based Avocados from Mexico, and also said “Action!” for a 30-second and a 60-second spot for “He Gets Us” a Christian ad campaign funded by what Christianity Today calls “a small group of wealthy anonymous families.”
Pedro Lerma [Photo: Hispanic Marketing Council]
“For the first time, as an agency, we were in an amazing place to go to the companies and ask for them to give us a shot,” CEO Pedro Lerma told the DBJ.
A 2022 gold-winning AdAge Small Agency of the Year, LERMA/’s clients also include brands like The Salvation Army, Interstate Batteries, Lifeway, Yuengling, and The Home Depot.
So what will happen in the spots?
Lerma didn’t want to give too much away.
As to Avocados from Mexico—for which Lerma has served as digital and social media agency the last eight years—Lerma gave the DBJ a tempting teaser: “All I can say is we are putting naked people on the Super Bowl.” (The spot stars comedic actress Anna Faris as part of what AFM calls a “perfectly ripe” campaign.)
And as for the He Gets Us spots, Lerma told the DBJ, “All I can share with you is the premise: the third way. Both TV spots are rooted in this idea. In any of the problems we deal with today, there is a third way. This was a perfect opportunity to tell more of that story.”
LERMA/ recently doubled its footprint in Dallas’ West End
In December, the branding and creative advertising agency dedicated to “channeling creativity for good” announced that it was doubling its footprint in downtown Dallas’ West End district. LERMA/’s footprint at The Luminary building (above) expanded from 27,959 square feet to 55,918 square feet in one year.
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R E A D N E X T
The Dallas-based agency was founded by Pedro Lerma with a focus on “omniculturalism” and a belief that it can affect culture positively “by reflecting the culture of the world around us.” The agency is occupying a second full floor at The Luminary building in the West End Innovation District, doubling its footprint in one year.
Pedro Lerma, CEO of LERMA/, and Rodrigo Vallejo, CEO of RO2 Media, have launched YouNite Media—a demand-side platform that helps advertisers connect with audiences in an automated, anonymously trackable way. The new startup leverages both “cultural intelligence” and the co-founders’ deep experience in multicultural marketing. “Lots of brands in the last couple of years have felt the urgency of being more in tune with their increasingly multicultural audiences,” Lerma told Dallas Innovates. “YouNite hopes to let brands live up to their multicultural commitments.”
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As you’d expect, the PANTONE color emulates the tones you see when you cut into a perfectly ripe avocado. The company has timed the color release and its home and kitchen accessories launch ahead of this year’s Super Bowl. The company’s “multisensory” marketing strategy also includes a new Sonic DNA audio identity.
Dallas-based agency The Marketing Arm has promoted President Trina Roffino to chief executive officer and elevated previous CEO Andrew Robinson to the new role of executive chairman. TMA is an agency specializing in creating “cultural resonance for brands,” and is part of the Omnicom Advertising Collective, a division of Omnicom Group Inc., which features a portfolio of entrepreneurial creative-first integrated marketing agencies. “During her time as President, Trina has been instrumental in transforming TMA from a transactional agency known for sports marketing and promotions to a business partner steeped in creative strategy and execution across all consumer passion points,” Robinson…
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