Larry Fitzgerald Calls His Late Mom's Voicemail in Poignant University of Phoenix Spot

Arizona Cardinals Player Fulfilled His Promise of Gaining a Degree

Published On
Sep 14, 2016

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Arizona Cardinals wide receiver Larry Fitzgerald received a Bachelor's in Communication degree from the University of Phoenix this year, and in this moving spot for the college, he relays that news to his mom's voicemail. Only, she passed away several years ago.

In the years following his mother's death in 2003, Fitzgerald revealed that he would call his childhood home in St. Paul, Minnesota, to hear her voice recorded on the answering machine. When creatives at agency 180 L.A. heard of this, they decided to make it the centerpiece of the campaign. Fitzgerald had promised his mom before her death that he would get his college degree, so in the film, he leaves a message for her letting her know. According to the agency, the message to his mom was unrehearsed and what's seen in the spot was the first, and only take filmed. John X Carey at Tool was the director.

The TV spot debuted during the season opener of the Arizona Cardinals game against the New England Patriots on NBC Sunday Night Football September 11. It'll be accompanied by five other social media films in which Fitzgerald pays tribute to other influential people whom he credits with helping him achieve his college education.


Sep 14, 2016
Brand :
University of Phoenix
Client :
University of Phoenix
Agency :
180 LA
Chief Marketing Officer :
Joan Blackwood
Executive Creative Director, Marketing :
Jeff Preston
Vice President, Brand Marketing :
Monica Gaston
Strategic Partnerships Director :
Hillery Jennings
Chief Creative Officer :
William Gelner
Executive Creative Director :
Eduardo Marques
Executive Creative Director :
Rafael Rizuto
Creative Director :
Wilson Mateos
Associate Creative Director, Copywriter :
Alex Goulart
Associate Creative Director, Art Director :
Joao Madeiros
Head of Integrated Production :
Natasha Wellesley
Producer :
Michael Quinones
Group Brand Director :
Suzy Sammons
Brand Director :
Jillian Nalty
Brand Manager :
Ashley Wade
Business Affairs Director :
Loretta Zolliecoffer
Senior Business Affairs Manager :
Angel Cielo
Production :
Tool of North America
Director :
John X. Carey
Live Action Production Company :
Oliver Fuselier
Executive Producer :
Nancy Hacohen
Producer :
Jennifer Mersis
Post Production :
Carbon VFX
Executive Producer :
Matthew McManus
Producer :
Devon Irete
Lead Flame Artist :
Pete Mayor
Flame Assistant :
Jim Gomez
Telecine :
The Mill
Colorist :
Gregory Reese
Executive Producer :
Thatcher Peterson
Producer :
Diane Valera
Color Coordinator :
Robert Cohen
Original Music :
Human Worldwide
Composer :
Craig Deleon
Producer :
Kamela Anderson

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