Toyota and Amy Purdy
Toyota’s Super Bowl advertising line up for 2015 included a campaign centred on U.S. Paralympic Team snowboarder and Dancing With The Stars finalist Amy Purdy. In “How Great I Am” Purdy is shown leading an active lifestyle, running, snowboarding, ballroom dancing and more, all set to Ali’s famous “How Great I Am” speech. The speech, which Ali made before his historic ‘Rumble in the Jungle’ bout with George Foreman in 1974, highlights the type of bold thinking that drives people to make choices every day. The second commercial tells how Amy’s dad saved her life by donating a kidney the week of her 21st birthday, after she had lost both kidneys and had her legs amputated below her knees because of severe bacterial meningitis. The ads are part of the “One Bold Choice Leads to Another” campaign for the new 2015 Toyota Camry.
The Toyota and Amy Purdy campaign was developed at Saatchi & Saatchi Los Angeles by chief creative officer Jason Scraggier, creative director Erich Funke, associate creative director/copywriter Steven Townsend, art director Katy Hamilton, director of content production Sara Seibert, senior content producer Antonietta Croft, associate integrated producer Claudia Barreda, brand integration supervisor (action sports) Leanne Milliken, account director (social media) Bryan DeSena, project manager Jill Savage, group account director Erica Baker, account director Carla Tantrum, management supervisor Chris Crockett, account supervisor Melissa Green, account executive Kelsey Anderson, director of public relations Nick Ammazzalorso, production information specialist Paul Watson, strategic planning director Evan Ferrari, executive communications director Gwen Conley, media director Janet Waters, associate communications director Breanne Carpenter, director of business affairs Keli Christy (Ali), associate director of business affairs Biba Milstein (Amy Purdy), senior business affairs manager Kate Bestic (Ali), working with Toyota marketing team Jack Hollis, Alec Hagey, Rick LoFaso, Ann Masse, Ethan Leighton and Jessica Geremia.
Editor was Stewart Reeves at Rock Paper Scissors with executive producer Angela Dorian, assistant editor Luke McIntosh and producer Ashley Bartell.
Post production was done at A52 by finishing artist Hugh Seville, producer Jamie McBriety, VFX supervisor Andy McKenna.
Original music for “How Great I Am” was produced at Elias Arts. Sound was designed by Stewart Reeves at Rock Paper Scissors and Kim Christensen at Noises Digital, and mixed at Lime Studios by Loren Silber.