The Drum Awards for Marketing - Extended Deadline

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Client: Kia
Date: Feb 2018
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Aerosmith’s Steven Tyler isn’t getting any younger, except in the new Super Bowl spot for Kia where he races a car in reverse and erases the years in the process.

Kia has released its new Stinger model, which it calls its “highest performing and most anticipated model in the company’s history” according to a release. The auto brand’s 60-second spot features the car as a symbol of youthful optimism by showing Tyler recapturing his youth by driving the car.

Created by agency of record David&Goliath, Kia’s spot, titled ‘Feel Something Again,’ stars legendary rocker Tyler at an old abandoned racetrack. With the familiar notes of his band’s ‘Dream On’ playing backwards, Tyler looks as though he’s about to race the Stinger against another legend, two-time Formula One and Indianapolis 500 champion Emerson Fittipaldi. As he gets behind the wheel, with a moment of reflection, rather than driving the car forward, Tyler takes the car backwards around the track, in reverse, the car’s twin turbo, 365-horsepower engine pushed to the limit. When he stops, he steps out of the Stinger a younger man in the early 1970s – a young rock star in his prime, at a moment when he felt most alive. The spot ends with the on-screen text “Feel Something Again” and then the Stinger logo text with its “Fueled by Youth” tag.

Credits

Agency: David&Goliath, LA

Founder & Chairman: David Angelo

President: Yumi Prentice

Chief Creative Officer: Bobby Pearce

Executive Creative Director: Gustavo Sarkis

Creative Director: Basil Cowieson

Creative Director: James Cohen

Creative Director: John O’Hea

Creative Director: Courtney Pulver

Copywriter: Mark Monteiro/Steven Tyler

Director of Broadcast Production: Paul Albanese

Executive Broadcast Producer: Curt O’Brien

Director of Digital Production: Peter Bassett

Digital Sr. Producer: Justine Kleeman

Senior Art Producer: Cara Nieto

Chief Strategy Officer: Wells Davis

Group Planning Director: Andrew Lynch

Planning Director: Ed Gibson

Associate Director of Project Management: Genie Lara

Senior Project Manager: Amy Chiang

Project Manager: Paul Stephens

Managing Director: Jeff Moohr

Account Director: Aleks Rzeznik

Account Supervisor: Annelise Lorenzo

Digital Account Director: Marco Koenig

Digital Account Supervisor: Rebecca Hanson

Product Information Manager: Russ Wortman

Director, Business Affairs: Rodney Pizarro

Senior Business Affairs Manager: Natasha Royzina

Talent Manager: Jason DelosSantos

Production Company: MJZ

Director: Nicolai Fuglsig

Director of Photography: Alwin Kuchler

Production Designer: Christopher Glass

President: David Zander

Executive Producer: Emma Wilcockson

Producer: Karen O’Brien

Editorial Company: EXILE

Editor: Grant Surmi

Assistant Editor: Dusten Zimmerman

Executive Producer: CL Weaver

Producer: Brittany Carson

VFX Company: The Mill

Creative Director/VFX Supervisor: Robert Sethi

2D Lead: Tim Rudgard

3D Lead: Jason Monroe

Executive Producer: Pete King

Executive Producer (Telecine): Thatcher Peterson

Producer: Hillary Thomas

Music/Sound Design Company: Human

Creative Director/Sound Designer: Mike Jurasits

Composer/Arranger: Matthew O’Malley

Composer/Arranger: James Leibow

Composer/Arranger: Jon Hubbell

Composer/Arranger: Tom Keery

Composer/Arranger: Andy Bloch

Executive Producer: Jonathan Sanford

Mix: Margarita Mix, Santa Monica

Sound Engineer: Nathan Dubin

Executive Producer: Whitney Warren

Licensed Music: “Dream On” by Steven Tyler