June 25, 2012
Cheetah Run Campaign Launches for San Diego Zoo Safari Park
M&C Saatchi, Los Angeles, today breaks a new campaign for the San Diego Zoo Safari Park’s “Cheetah Run” safari. The effort highlights just how close visitors in the Safari Park can get to “the world’s fastest carnivore” as it races down a 330-foot-long track. Visitors to the Park can get up close alongside a fence to the track, where Cheetah Run is daily, as it is included with admission.
Work consists of TV, outdoor, print and radio. The :30 TV spot “Toy” brings back Robert, an animated zebra who “lives” at the Park, as he eyes a cheetah about to go on his daily “run,” where he sprints up to 70 miles an hour chasing a toy lure. Robert mocks the cheetah for being “slow,” and the camera pans and zooms to the cheetah as he catches and tears apart his toy, revealing that what the cat was chasing is a plush zebra. Upon seeing a likeness of himself ripped and chewed, Robert decides to re-think his bravery.
The Mill in Los Angeles produced the spot, a combination of a CG zebra and live action footage of a cheetah filmed at the Safari Park.
“We wanted to showcase the Safari Park’s “Cheetah Run” in a fun way while still showing the amazing speed and power these animals have,” said M&C Saatchi Creative Director James Bray.
The double-sided outdoor depicts Robert running away from a cheetah “breaking through” the billboard, with one side depicting his head, the other, his rear.
The radio spot, entitled “Diary,” features Robert writing about his experiences with the cheetahs in his diary.
Print features a cheetah running across magazine pages, “ruffling” them as he goes. Copy reads “ The World’s Fastest Carnivore is here. In seconds, he goes from animal at rest to predator in full 70 mph pursuit. Blink at your own risk. Cheetah Run – always included at the San Diego Zoo Safari Park. Plan your safari today at sdzsafaripark.org.”