Larry Fitzgerald Calls His Late Mom's Voicemail in Poignant University of Phoenix Spot
Arizona Cardinals Player Fulfilled His Promise of Gaining a Degree
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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.
Credits
- Date
- 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
- Composer :
- Craig Deleon
- Producer :
- Kamela Anderson
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