Saatchi & Saatchi LA CD, Eric Funke describes the Superbowl spot
Saatchi & Saatchi / Wish Granted
Erich Funke, Creative Director
Saatchi & Saatchi LA
"The brief for the commercial was to shift consumer conversation around the small SUV category from purely rational features and benefits to the adventures these vehicles enable and the emotions they inspire with RAV4 leading the way. The target for a RAV4 is responsible people who live very busy lives and feel they’ve earned the right to occasionally let their hair down.
We landed on the idea of a Genie being the embodiment of the RAV4. It has everything you could wish for in a small SUV. And it can take you on every day adventures as well as expanding your horizons. Who isn't captivated by the idea of getting their own personal magic genie, which will grant their every wish? It truly is the stuff of magic.
To break with convention we chose a female Genie. Kaley Cuoco. She's incredibly active in social media, and has an astonishingly adoring and supportive audience. And then we set out to entertain, to go places.
Creating a spot for the Big Game is exciting, but very challenging. The Super Bowl context demands that you're there to entertain. I always run spots through the filter of "how many times could I watch this, before rolling my eyes in exasperation? Once? Twice? How many times could I sit through this, and still enjoy it?" It's an easy filter. Try it out next time you're watching TV - you'll start to see how few spots you truly want to watch again."
Advertiser: Toyota Motor Sales, U.S.A., Inc.
Title: "Wish Granted"
ECD: Chris Adams / Margaret Keene
CD: Erich Funke
Art Director: Patrick Simkins / James See / Kevin Hughes
Copywriters: Scott Model / Hunter Somerville / Todd Lemmon
Director of Integrated Production/Multimedia: Tanya LeSieur