Toyota: Greater Than by Conill, Saatchi & Saatchi, Burrell Communications & Intertrend
- Location:
Toyota launches the 'Greater Than' campaign for the new 2020 Toyota Corolla. The campaign is a perfect reflection of the Corolla sedan’s new look and its bumper-to-bumper, wheels-to-roof transformation. With more than 46m Toyota Corollas sold globally, the all-new Corolla sedan inspires a campaign that invites drivers to embrace the ever-changing world and live the life they want.
The fully integrated campaign follows the Total Toyota (T2) cross-agency model, a cohesive marketing approach with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend with Zenith Media responsible for TV and Outdoor media buying.
A series of 30-second and 60-second broadcast and digital spots were created using multicultural insights aimed at a transcultural mainstream audience. The spots highlight specific vehicle features while inviting drivers to stay inspired by choosing the road less traveled.
Passion, adventure and music make a statement in two spots. In 'Rainy Day,' Chaka Khan casts a spell with her original cover of the famed song 'I Put a Spell on You.' The Queen of Funk sets the mood for a couple that turns a mundane task into an extraordinary adventure. 'Train' portrays a charming pursuit, backed by music from Ricky Nelson, and introduces the US market’s first-ever Corolla Hybrid.
“’I Put a Spell on You’ has been covered by a lot of artists,” said Chaka Khan. “I loved the opportunity to make it my own and create a signature soundtrack for the Toyota spot.”
Five spots capture the spirit of an expressive, but straightforward and determined generation. This generation is embracing their unique side, with help from the all-new Corolla.
The endearing stories in the spots 'Metalhead' and 'All Natural' feature a parent and an influencer jumping into the unknown, even if it means getting a little uncomfortable, to show support for the people they love, their family and their community.
Credits
'All Natural
Agency: Burrell Communications Group
Co
CEOs: Fay Ferguson and McGhee Williams
Osse
EVP, Chief Creative Officer: Lewis Williams
VP, Creative Director: Corey Seaton
Copy Writer: Corey Seaton
Art Director: Derrick Harmon
Executive Producer: Shirley Portee
Senior Broadcast Producer:
Catherine Antoniello
Broadcast Business Affairs Manager: Linda Glover
Production Business Manager: Robin Bisel
Senior Talent Manager: April Lewis
Talent Manager: Christene Echols
Broadcast Traffic Manager: Yvonne Davis
Senior Tra
ffic Manager: Coy Mitchell
SVP, Managing Director: Vicki Bolton
Associate Account Director: Jihan West
Account Supervisor: Kristina Brown
-
Watts
Account Executive: Stevie Owens
VP, Public Relations Director: Tracy Anderson
VP, Media Director: Donna Hodge
A
ssociate Media Director: William Moore
Media Planning Supervisor: Amina Mance
Media Planner: Samuel Bauer
Assistant Media Planner: Jessica Sneed
Associate Social Media Director: Brandi Rand
VP, Planning Director: Kevin Brockenbrough
Associate Director, S
trategic Planning: Jeffrey Fortune
Director, Consumer Insights: Tonya Roberts
Production Company:
SuperPrime
Director:
Brendan Malloy
Executive Producer
:
Rebecca Skinner
Head of Production:
Roger Zorovich
Producer (Line Producer):
William Green
Editorial Company:
WhiteHouse Post
Editor:
Glorily Valez
Producer
: JoJo Sherrer
Telecine Company:
Harbor
(Shed)
Colorist:
Yvan Lucas
Producer:
Amy Redfern
MY20 Corolla “All
Natural” TV Agency and Production Credits
Launch: April 15, 2019
Audio Post Company:
Lime
Audio Mixer (Engineer):
Jeff Malen, Dave Wagg
Executive Producer:
Susan Boyajan
Music
“Anthem”
Master: Written by Jeff Morrow
NuVoice Productions
20th Century Fox
Saatchi and Saatchi
Chief Creative Officer Jason Schragger
'Battle'
Creative Director: Eugene Kim
Senior Art Director: Harim Kim
Senior Copywriter: Neal Persaud
Executive Director: Joe Min
Account Director: Alyssa Hu
Associate Director of Production: Jeanette Kung
Director: Patrick Curtet
Production Company: Figaro
Executive Producer: Jeremy Tung
Editorial Company: Whitehouse Post
Editor: James Dierx
Color: Harbor Picture
Colorist: Yvan Lucas
Audio: LIME Studio
Mixer: Loren Silber
Producer: Kayla Phungglan
Finishing: MPC
Executive Producer: Robert Owens
Producer:
Heather Johann
Saatchi & Saatchi
Chief Creative Officer:
Jason Schragger
Executive Creative Director:
John Payne
Creative Director:
Mark Carolan
ACD/Copywriter:
Brian Jones
ACD/Art Director:
Sherry Dargert
Junior Art Director:
Audrey Saunders
Junior Copywriter:
Samantha Monk
Designer:
Executive Director, Integrated Production:
Lalita Koehler
Group Director of Content Production:
Sara Seibert
Executive Content Producer:
Gil DeCuir
Content Producer:
Shawna Wilson
Executive Integrated Producer, Digital:
Nick Ngai
Interactive Producer:
Kevin Alford
Associate Producer:
Music Supervisor:
Kristen Hosack
3D Producer:
Carl Deo
3D Artist:
Creative Technology Director:
Creative Technology Lead:
Creative Developer(s):
Gil DeCuir / Shawna Wilson
(Prod.)
diana.kaufmann@saatchi.com
Title of work to be included under credits
(ISCI codes, websites, links, print executions):
See attached ISCI Code list for
all video content produced.
Broadcast
Quality Assurance Lead:
Executive Print Producer
Rachel Dallas -Noble
Print Producer:
Nick Bernal
Art Producer:
Brittany Cernansky
Project Manager:
Jennifer Phillips
Group Account Director:
Andrew Corpman
Account Director:
Kimberly Bingham
Account Supervisor:
Ashley Su
Account Supervisor:
Brett Crockett
Assisant Account Executive
Emily Davidson
Assistant Account Executive:
Melissa Pappas
Director of Public Relations:
Jana Hartline
Associate Director of Public Relations:
Kimberly Harms
Planning:
Chief Strategy Officer:
Mark Turner
Managing Director, Strategy & Insights:
Don Longfellow
Group Strategy Director:
Kathleen Kindle
Strategy Director:
Shaunt Halebian
Strategist:
Spencer Isaac
Social Engagement Director:
Executive Communications Director:
John Lisko
Group Media Director
Tom Scott
Media Communications Director
Breanne Carpenter
Associate Meda Director
Anastasia Russ
Media:
Media Partner:
Broadcast Traffic:
Nadzyah Guillermo
Business Affairs Manager:
Ryan Lizama
Client Name:
Ed Laukes
Cynthia Tenhouse
Rick LoFaso
User Experience Designer
(specify if senior producer)
:
Broadcast
Heather Updegraff
Sam De La Garza
Kyle Keckeisen
Sloan Stokas
Cole Young
Taylor Dee
Production Company:
Biscuit
Executive Producer:
Jeff McDougall
Managing Director of Production Company:
Shawn Lacy
Line Producer:
Grace Bodie
Director Team:
Isaiah Seret
Editing Company:
Whitehouse Post
Executive Producer:
Joanna Manning
Producer:
Lynne Mannino
Editors:
Rick Lawley & Josh Bodnar
Assistant Editor:
Joe Carugati
Finish:
MPC
Producer:
Nicole Saccardi
Telecine:
Harbor
Color Artist:
Yvan Lucas
Visual Effects:
MPC
VFX Executive Producer:
Elexis Stearn
VFX Producer:
Nicole Saccardi
VFX Creative Director:
Morten Vinther
VFX Supervisor:
Toya Drechsler
CG Supervisor:
Julian Fitzpatrick
Unique OOH:
Partner:
Broadcast
Music:
"Metalhead"
"Train"
"Traveling Man" by Ricky Nelson
"Rescue"
TBD
"Rainy Day"
Sound Design:
Mix:
Lime- Joel Waters
Illustrator:
Photographer:
Other: Product Information Supervisor
Reepak Lal
'We'
Chief Creative Officer:
Diego Yurkievich
VP,
Group Creative Director
: Veronica Elizondo
Sr. Copywriter:
Brian Abadia
Sr
. Art Director
:
Fernando Lancas
Director of Production
: Carlos Barciela
Associate
Director of
Broadcast
Production:
Leandro Ekman
VP,
Management Director
: Anabel Ordoñez
Management Supervisor
:
Leticia Tovar
-
Gallegos
Account
Executive
:
Pamela Cortes
Account Coordinator:
Elizabeth Lara
Director of Integrated Business Affairs:
Valentina Dostal
Director of Content Strategy:
Laura Sem
ple
Director of
Strategic Plann
ing
:
Alejandro Oszust
Jr. Strategic Planner
:
Mateo Martinez
Production House:
Carbo
Director
:
David Vergés
Executive Producer:
Javier Carbo
Editor
:
Nate Katz (Whitehouse)
Music:
Sonido Antro
Recording Studio:
Lime Studios
LA
Post Facility:
MPC
(VFX), Harbor (Color)