Toyota has unveiled Saatchi & Saatchi LA’s “How Great I Am,” one of two spots the brand will run during the Super Bowl.
The 60-second spot stars Paralympian and Dancing with the Stars contestant Amy Purdy and audio from a Muhammad Ali interview and is part of the larger “One Bold Choice Leads to Another” campaign for the Toyota Camry. “How Great I Am” seeks to inspire through the combination of Purdy and Ali, relying on impeccable editing to fuse the two together into a coherent narrative. For example: At one point Purdy falls right after Ali talks about being “knocked down a couple of times.” It’s an interesting approach, which thankfully steers clear of obvious Super Bowl advertising cliches.
“How Great I Am” will air during the first quarter of NBC’s national broadcast of the Super Bowl.