How Great I Am. Amy Purdy & Muhammad Ali

"How Great I Am".
Amy Purdy

Amy Purdy embodies the idea of making one bold choice after another.
At age 19, she was diagnosed with bacterial meningitis. The subsequent infection meant both of her legs had to be amputated below the knee, she lost both kidneys, and her spleen had to be removed. She then went on to win a medal in Sochi and dance in front of millions.
Nothing can stop Amy Purdy. In this spot, we watch as she triumphs to the iconic words of Muhammad Ali.

TV. "How Great I Am". (SUPER BOWL XLIX 2015)

#OneBoldChoice

When researching Super Bowl social media trends we noticed that search behavior around Super Bowl ads went up dramatically the week prior to Super Bowl.
Our plan was to release this spot during the week prior, giving our fans something to digest, and kept our second spot secret, so that we’d still have a surprise for the audience on Super Bowl day.

On game day we focused on Dads and the bold choices they make. Our connection between Amy and the second spot was Amy’s Dad, Stef Purdy. To save her life, her dad had to make some life changing decisions. Stef has been there for her, even through her toughest trials. He was there when doctors fitted her for her prosthetics. He was there when she needed one of his kidneys. He’s always been more than a father to her. He’s been her dad.

Online Content. "Amy's Dad"

#OneBoldChoice