Kia Motors America: advert-body-3 by David&Goliath
- Location:
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