Hasta La Creative!

Saatchi & Saatchi LA recently rolled out “To Be A Dad,” an extended online spot for Toyota exploring themes of fatherhood similar to those the brand will feature in its Super Bowl ad, with appearances by NFL players DeMarcus Ware, Kurt Warner, LaVar Arrington and Fred Jackson.

The extended version of “To Be A Dad” features interviews with regular dads in addition to the NFL players, including those who grew up without adequate father figures of their own. It’s an emotional approach, with one man breaking into tears when asked, “Can you be a great dad without having had a great dad yourself?” before answering the best way he can, with, “I’m trying.” The spot concludes by calling on viewers to honor their own fathers with posts using the “#OneBoldChoice” hashtag.

The approach Saatchi & Saatchi LA took with the extended version of “To Be A Dad” stands in stark contrast with teaser efforts such as EnergyBBDO’s “Coin” for Bud Light. Whereas the teasers attempt to entice viewers with a brief glimpse of what’s to come, “To Be A Dad” is an attempt to start a conversation tying in to the big game ad.