Saatchi & Saatchi LA Offers ‘Father’s Day Redo’ for Toyota

By Erik Oster Comment

With the Hallmark holiday around the corner, Saatchi & Saatchi Los Angeles launched a Father’s Day campaign for Toyota.

Based around the insight that people spend around $7 billion less for Father’s Day than Mother’s Day, the agency offers people a “Father’s Day Redo” to show their fathers that they care. The agency interviewed people in the street and discovered some pretty lackluster Father’s Day gifts, including a painted rock and socks, while many others don’t do anything at all for the holiday. So, Saatchi & Saatchi and Toyota offer them a chance to make things right by calling up their dads to tell them how much they love them. Getting people to explain what it is they love about their dads puts a little substance behind the stunt and the ad ends with a closer look at one father-son relationship that gets explored further in “Father’s Day Reunion” which sees a son celebrating Father’s Day with his dad for the first time since he was 12 or 13. Their unique relationship makes for a more interesting view than most such efforts, avoiding feeling like a cheap tearjerker. Toyota stays in the background for most spots, letting dads have their turn in the spotlight. There’s also an OOH component to the campaign, as Toyota hired DJ Neff to create a large “I Heart Dad” monument, which will be unveiled at the Santa Monica Pier next Tuesday and remain until the 22nd.

Credits:

Client: Toyota
Agency: Saatchi & Saatchi Los Angeles
CCO: Jason Schragger
CD: Erich Funke
Copywriter: Nick Cade
ACD/Art Director: John Kritch
Executive Director of Integrated Production: Lalita Koehler
Director of Content Production: Sara Seibert
Senior Content Producer: Pamela Parsons
Production Coordinator: Anthony Circo
Group Account Director: Erica Baker
Account Director: Carla Tanchum
Management Supervisor: Chris Crockett
Account Executive: Tracey Horwitz
Director of Public Relations  Nick Ammazzalorso
Product Information Specialist: Paul Watson
Strategic Planning Director: Evan Ferrari
Management Supervisor Social Media: Hansoul Kim
Engagement Manager, Social Media: Allie Burrow
Executive Communications Director: Gwen Conley
Media Director: Janet Waters
Associate Communications Director:  Breanne Carpenter
Senior Project Manager: Jill Savage
Account Director, Social Media: Bryan DeSena
Business Affairs Director:  Keli Christy
Senior Business Affairs Manager:  Kate Bestic

Client:
Group Vice President – Marketing Jack Hollis
Vehicle Marketing & Communications National Manager -Sedan Ann Masse
Vehicle Marketing & Communications Manager – Camry Angie White
Vehicle Marketing & Communications Planner – Camry Jessica Geremia
Social Media Strategy & Operations Director Monica Peterson
Social Media Strategy & Operations Manager Florence Drakton
Social Media Marketing Planner Brian Carroll

Production Company: Cash Studios
Executive Producer: Melissa Abe
President Of Production Company: Ivan Cash
Line Producer: Asori Soto
Director: Ivan Cash
DP: Daniel Addelson
Editing Company: Cosmo Street
Executive Producer: Yvette Sears
Producer: Marie Mangahas
Editor: Bill Chessman
Assistant Editor: Zoe Mougin
Telecine: CO3, Stefan Sonnenfeld

Finishing: Brickyard
Finishing Artist: Patrick Poulatian
Finishing Producer: Diana Young

Music: Asche & Spencer

Sound Design
Mix: Lime Studios
Mixer: Loren Silber

Monument Credits
CCO: Jason Schragger
CD: Erich Funke
Copywriter: Nick Cade
ACD/Art Director: John Kritch
Executive Director of Integrated Production: Lalita Koehler
Director of Content Production: Sara Seibert
Senior Content Producer: Pamela Parsons
Senior Art Producer: Dogan Dattilo
Production Coordinator: Anthony Circo

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