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A Loving Ode to Fathers in Saatchi LA & Toyota's Super Bowl Spot

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MJZ's Nicolai Fuglsig shoots tender moments of fatherhood for bold campaign

A Loving Ode to Fathers in Saatchi LA & Toyota's Super Bowl Spot

Toyota’s Super Bowl efforts launched two weeks ago with the debut of the "To Be a Dad" online videos that recognize and celebrate dads and the bold choices they make daily for their children and lives. 

A week later Toyota unveiled "How Great I Am" starring Paralympic medalist and Dancing with the Stars finalist Amy Purdy, and announced that the spot would be the first of two airing in today's game.  The voice of the legendary Muhammad Ali is heard throughout the spot that showcases Purdy snowboarding, dancing and living her bold life. 

Finally, Toyota last night premiered "My Bold Dad," which showcases another dad with his daughter, and echoes the message of a lifetime of bold decisions.

Toyota's campaign leading up to and including game day encouraged viewers to tweet up to four photos of their bold dads using #OneBoldChoice, and also included support across multiple platforms including targeted social efforts on Facebook and Twitter, streaming on and, and bilingual broadcasts on Mun2 during the game.

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Music Production: Elias Music

Sound Design: Noises Digital

Sound Mix: Lime Studios


Edit Assistant: Sean Scannell

Edit Company: Nomad

Editor: Tom Muldoon

Executive Producer: Susye Melega

Producer: Shannon Preece

Post Production / VFX

Colourist: Stefan Sonnenfeld @ CO3

Post Production Company: A52

Producer: Andy McKenna, Jamie McBriety

Production Company

Director: Nicolai Fuglsig

DOP: Alexis Zabe

Executive Producer: Emma Wilcockson

President: David Zander

Producer: Laurie Boccaccio

Production Company: MJZ


Advertiser: Toyota

Creative Agency

Account Executive: Tracey Horwitz

Art Director: John Kritch

Business Affairs: (Sr) Biba Millstein, Kate Bestic

Chief Creative Officer: Jason Schragger

Copywriter: Nick Cade/Donnell Johnson

Creative Agency: Saatchi & Saatchi LA

Designer: David Hsai

Group Account Directors: Erica Baker

Head of TV / Production: Sara Seibert

Producers: (Integrated) Claudia Barreda, Antonietta Croft

TV Producer: Pamela Parsons

Genres: Dialogue

Categories: Automotive, Cars, Mon, 02 Feb 2015 16:35:01 GMT