The Drum Awards for Marketing - Extended Deadline

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Date: May 2018
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Kia Motors America has launched a national integrated marketing campaign that states the obvious reason why consumers should consider Kia – that the cars are ‘America’s Best Value.’ Traditional sales techniques – including free donuts, showrooms stuffed floor-to-ceiling with balloons, and in-your-face sales people – are replaced with the two children who state the case clearly and simply in a series of ads and one late-night show promo.

The campaign, created by David&Goliath, was shot on a stark white set representing a Kia dealership. The young sister and brother eschew the gimmicks and stick to the facts highlighting the various reasons why Kia is the better choice, including the brand’s 10-year/100,000-mile warranty.

In seven 15- and 30-second broadcast spots for the general and Hispanic markets, the sister takes a more brass tacks, dry humor approach, providing the information customers need to make an informed decision. Her brother (who some might recognize from a recent Skippy peanut butter spot) on the other hand, comes from the more traditional showman school of sales, which adds comic relief and creates a great dynamic that balances the two characters.

The two children featured in the campaign also made an appearance on ABC’s ‘Jimmy Kimmel Live!’ on Tuesday (May 22), and get into a silly string fight with the show’s sidekick, Guillermo.

Credits

Agency: David&Goliath, LA

Founder & Chairman: David Angelo

President: Yumi Prentice

Chief Creative Officer: Bobby Pearce

Executive Creative Director: Gustavo Sarkis

Creative Director: Courtney Pulver

Creative Director: Robert Casillas

Director of Broadcast Production: Paul Albanese

Executive Broadcast Producer: Christopher Coleman

Senior Art Producer: Andrea Rosenfeld

Senior Art Producer: Cara Nieto

Planning Director: Andrew Lynch

Associate Director of Project Management: Genie Lara

Senior Project Manager: Donna Alexander

Managing Director: Jeffery Moohr

Account Director: Josh Van Steenbergen

Management Supervisor: Candace Logan

Account Supervisor: Sam Yoon

Assistant Account Executive: Lindsey McVey

Product Information Manager: Mark McNaul

Product Information Manager: Russ Wortman

Director, Business Affairs: Rodney Pizarro

Senior Business Affairs Manager: Natasha Royzina

Business Affairs Manager: Travis Kohler

Creative Director: Robert Prins

Creative Director: Erik Moe

Copywriter: Nick Micale

Jr. Art Director/Designer: Katherine Mayhew

Digital Designer: Meagan Steinkamp

Creative Intern: Peter Watson

Director of Digital Production: Peter Bassett

Sr. Digital Producer: Justine Kleeman

Sr. Print Producer: Elisa Atwood

Digital Account Director: Marco Koenig

Digital Account Supervisor: Rebecca Hanson

Digital Analytics Manager: Shaun Jacobs

Production Company: Epoch Films

Director: Phil Morrison

Director of Photography: Toby Irwin

Executive Producer: Melissa Culligan

Head of Production: Megan Murphree

Producer: Eric Sedorovitz

Editorial Company: Spinach

Editor: Adam Bright

Editor: Heidi Black (courtesy of Whitehouse Post)

Assistant Editor: Gabriel Cullen

Assistant Editor: Taylor Schwartz

Assistant Editor: Eddie Mikasa

Executive Producer: Jonathan Carpio

Producer: Patricia Gushikuma

VFX Company: JAMM

VFX Supervisor/Lead Flame: Mark Holden

Executive Producer: Asher Edwards

Production Coordinator: Justine Pregler

Music Company: Barking Owl

Creative Director: Kelly Bayett

Mix: Juice Studios

Sound Engineer: Scott Burns

Executive Producer: Dawn Redmann

Producer: Vanessa Carey