Issue link: https://www.e-digitaleditions.com/i/1484475
ABC's Mexico campaign, Ponte Almendra, is a clever, tongue-in-cheek way to show how almonds can help you master everyday obstacles. Ponte Almendra features a memorable illustrative style at the core of the campaign. For the Thor commercial, ABC used this illustrative style in an imaginative world, in a Marvel style. The ad features a mother and son entering into the imaginative world playing heroes, where almonds give them the power points to take on the villains and win. The British ad is an epic take on the award-winning U.K. campaign Do You Almond? with a Love and Thunder twist. The Do You Almond? campaign features everyday people doing amazing feats, all fueled by almonds. The Thor version of the ad takes viewers to a classic British fun fair where an unassuming woman masters a traditional carnival game in true Mighty Thor fashion, thanks to the fuel of almonds. In Italy, the advertising campaign features a battery-shaped bowl of almonds, showing almonds as the perfect food to recharge your day. The Thor version of the ad features a mother, working overtime, putting her heart and soul into creating a homemade Mjolnir for her son so they can go enjoy the Thor movie together the only way two serious Marvel fans can — energized by almonds through the process. The Indian ad features clips from the movie and blends visuals from the current Tomorrow Begins Today digital ad campaign with scenes from Thor: Love and Thunder to depict the beauty and health benefits of almonds. "All the ads had a different flair and style," said Jared Smith, of Fisher Nut and a member of the Global Market Development Committee and Thor Task Force for the Almond Board. "My personal preference was the U.K. one. It's fun and lively, but my son laughed at the U.S. ad, which I thought was funny." An Epic Moment in Time In June and July of 2022, leveraging the hype surrounding the movie premiere, the Almond Board ran the advertising campaigns in the indentified five markets to co-promote almonds and the release of Thor: Love and Thunder. Almond Board media during this time delivered nearly 4 million impressions. The movie was a hit too, topping the box office in the first two weekends and grossing $500 million worldwide in the first 1.5 weeks of opening. Furthermore, Thor: Love and Thunder became the top grossing film in the Thor-franchise domestically. Almonds On Their Own Red Carpet At three corporate premieres July 7-9 in Chico, Modesto and Fresno, more than 250 people associated with the almond industry were able to watch the movie as well as the Thor-themed almond commercials from the five countries. Attendees agreed that the almond industry should be proud of its connection with a company as prestigious as Marvel. "Many people are obsessed with Marvel and the superhero theme in all their movies goes well with promoting California almonds. It seems like a great partnership," said Jonnalee Dunn, an almond grower in Modesto who works for Henderson Farms. She attended the event with her husband, Mike, and 14-year-old daughter, Ailana. If you haven't had a chance to see any of the ads — or want to see them again — you can view them online at Almonds.com/ThorLoveandThunder. Italy India Almond Board of California 6