Saatchi & Saatchi LA Celebrates Fatherhood for Toyota

By Erik Oster 

Saatchi & Saatchi LA recently rolled out “To Be A Dad,” an extended online spot for Toyota exploring themes of fatherhood similar to those the brand will feature in its Super Bowl ad, with appearances by NFL players DeMarcus Ware, Kurt Warner, LaVar Arrington and Fred Jackson.

The extended version of “To Be A Dad” features interviews with regular dads in addition to the NFL players, including those who grew up without adequate father figures of their own. It’s an emotional approach, with one man breaking into tears when asked, “Can you be a great dad without having had a great dad yourself?” before answering the best way he can, with, “I’m trying.” The spot concludes by calling on viewers to honor their own fathers with posts using the “#OneBoldChoice” hashtag.

The approach Saatchi & Saatchi LA took with the extended version of “To Be A Dad” stands in stark contrast with teaser efforts such as EnergyBBDO’s “Coin” for Bud Light. Whereas the teasers attempt to entice viewers with a brief glimpse of what’s to come, “To Be A Dad” is an attempt to start a conversation tying in to the big game ad.

Credits:

First Air/Live Date: 1/16/15
CCO: Jason Schragger
CD: Erich Funke
ACD: John Kritch
Senior Copywriter: Nick Cade
Director of Content: Sara Seibert
Integrated Executive Producer: Margaret Nickerson
Social Executive Producer: Jordana Reim
Senior Integrated Producer: Amy Jo Deguzis
Business Affairs Manager: Katie Banghart
Associate Director, Business Affairs: Biba Millstein
Director of Business Affairs: Keli Christy
Director of Print & Integrated Art Services: Cindy Rowe
Art Producer: Jennifer Lamping
Senior Project Manager: Jill Savage
Group Account Director: Erica Baker
Account Director: Carla Tanchum
Social Account Director: Bryan DeSena
Account Supervisor: Benjamin Ortega
Account Executive: Tracey Horowitz
Account Coordinator: Patrick Gregory
Social Engagement Manager: Elizabeth Swiontek
Client Names:
VP, Toyota Marketing: Jack Hollis
VP, Toyota Marketing & Communications: Alec Hagey
Vehicle Marketing & Communications & Manager – Sedans/Trucks/SUVs: Rick LoFaso
Vehicle Marketing & Communications & National Manager -Sedan: Ann Masse
Vehicle Marketing & Communications & Manager – Camry: Ethan Leighton
Vehicle Marketing & Communications & Planner – Camry: Jessica Geremia
Vehicle Marketing & Communications & Planner – Camry: Kristen Creager
Director, Toyota Social Media Strategy & Operations: Monica Peterson
Manager, Toyota Social Media Strategy & Operations: Florence Drakton
Social Media Marketing Planner: Brian Carroll
PRODUCTION COMPANY: Chelsea Pictures
EXECUTIVE PRODUCER: Jonathan Gribetz
PRESIDENT OF PRODUCTION COMPANY: Allison Amon and Lisa Mehling
Line Producer: Shanah Blevins
DIRECTOR: Lauren Greenfield
EDITING COMPANY: Cutters LA
EXECUTIVE PRODUCER: Darren Jaffe
PRODUCER: Wendy Umanzor
EDITOR: Kathryn Hempel
ASSISTANT EDITOR: Anil Baral
FINISH: Flavor
TELECINE: Company 3, Dave Hussey
MUSIC: Barking Owl/APM
MIX: Barking Owl
iPHOTOGRAPHER: Adam Rose
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