M&C Saatchi LA Taps ‘Tiger Power’ for San Diego Zoo Safari Park

By Erik Oster 

Yesterday M&C Saatchi LA launched a new campaign for the San Diego Zoo Safari Park’s new Tiger Trail exhibit, opening to the public on May 24, 2014. The multimedia campaign consists of TV, print, digital, outdoor and transit, targeting the Southern California region.

All three of the TV spots in the campaign feature kids visiting the new Tiger Trail at the San Diego Zoo Safari Park and meeting a real Sumatran Tiger face to face, allowing them to tap into their own “tiger power,” which they put to unexpected use. In “Guitar Star” featured above, for example, a tween boy (with a somewhat disturbing mustache) continues rocking out at full volume even after his father pulls the plug on his amp.

“Tigers have an almost mythological connotation for their power and mystique. We wanted to show kids tapping into that to develop their confidence, their own tiger power, explained James Bray, creative director at M&C Saatchi LA.

“With the debut of this new exhibit, our guests will have a thrilling and awe-inspiring personal encounter with majestic Sumatran Tigers, and at the same time learn of the threats to this critically endangered species,” said Ted Molter, Chief Marketing Officer for San Diego Zoo Global.  “This campaign playfully asks our guests to identify with the confidence and power of tigers in the hopes that it will build greater appreciation for one of nature’s top predators.”

Stick around for “Monster Truck” and “Fireman,” along with credits, after the jump.


Creative Agency M&C Saatchi LA 
Launch date


May 12, 2014
Creative Director


James BrayMaria Smith

Ron Tapia

Copy Writer


Emily Ozan
Art Director


Melissa Riggs


Kate Bristow
Account Handler


Tom Richards

Jerad Schutt

What media/region?


Southern California
What media type? TV/Print/Digital?


TV, print, digital, OOH, transit, web, online game
Media agency


Media Planner Melissa Rose

Anastasia Kolcheva

Production company




Dennis Di SalvoJohn Duffin

Corey Choate



Matt Swanson
Editor and editing company


Arcade Edit


Post production company


Timber FX
Audio post-production


Margarita Mix