Ahead of the Super Bowl, AFM aims to drive avocado relevance during guacamole’s highest consumption period. Without a Super Bowl spot in the mix for 2025, we knew our client needed an innovative way to reach a wider audience, break through the noise around the game, and remind fans that guacamole is a game day necessity.
We developed and launched The Guacline, an AI-powered interactive platform where fans could receive a personalized video call from NFL legend Rob Gronkowski (Gronk), sharing custom guacamole recipes.
We used generative AI to create a hyper-personalized, lifelike digital avatar of Gronk. The experience merged text-to-speech technology, facial mapping, and dynamic body gesture synthesis, creating a seamless one-to-one user interaction that felt human and entertaining.
Each call delivered a pre-approved, brand-safe experience that dynamically inserted the user’s name into the dialogue. The campaign not only drove engagement, but demonstrated the potential of AI to power consumer intimacy at scale in a safe and culturally relevant way.
Our key goals with The Guacline were to:
To bring the Guacline to life, we leveraged multiple forms of AI to deliver video personalization at scale, and instantly.
Our key challenge was capturing enough source material to build an authentic AI avatar of Rob Gronkowski. We had less than 10 minutes of on-set footage to work with, which meant we had to optimize every second of it in order to truly capture Gronk’s vocal tones, facial expressions, and gestures.
In building the Guacline, we had to ensure that we maintained safety and brand control (for both Avocados From Mexico and Gronk): user names were screened with AI for appropriateness and all video outputs were based on pre-approved scripts to eliminate risk.
Additionally, integrating the video streaming pipeline to deliver personalized calls in milliseconds demanded close coordination across creative, data science, and engineering teams under tight deadlines.
The Guacline outperformed key benchmarks for engagement and earned visibility with:
Beyond the numbers, this was a first-of-its-kind execution: the first fresh produce brand to create a digital celebrity avatar for a personalized, scalable experience.
The campaign delivered on innovation, safety, and entertainment, proving that AI, when applied thoughtfully, can deepen consumer engagement while preserving brand integrity.
