Toyota RAV4 "Wish Granted"

 

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."

 

Credits

 

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

Broadcast Producers: Gil DeCuir  / Meagen Moore

Interactive Producers: Megan Bettor  / Julie Notaro

Project Managers: Angela Montoya

Account Director: Marisstella Marinkovic

Account Supervisor: Nicole Buckley

Account Executive: Lauren Messina

Business Affairs Manager: Stephen Duncan

Client Name: Toyota Motor Sales  / Russ Koble

Production Company: MJZ

Executive Producer: Emma Wilcockson

Producer: Deb Tietjen

Director: Craig Gillespie

Editing Company: Hutchco Technologies

Executive Producer: Jane Hutchins

Editor: Jim Hutchins for "Wish Granted"

Editor: Conor O'neill for "I Wish"

Assistant Editor: Joaquin Machado

Finish: Eight VFX

Special effects: Eight VFX

Executive Producer: Shira Boardman / Baptiste Andrieux

Producer: Peter Nelson

VFX Supervisor: Jean-Marc Demmer

Color: Company 3

Colorist: Stefan Sonnenfeld

Sound Design: Brian Emrich at Trinitite, inc.

Mix: Joel Waters at Lime Studios