In celebration of their 16th Year partnership with the NBA, Kia reflects on the place basketball fans and players first fall in love with the game: the driveway.
Whether it was on your own home court or the neighborhood meeting spot where young ballers gather, shooting hoops in the driveway holds a collection of memories and lessons you can look back on for a lifetime.
In the latest campaign for the 2023 Kia Telluride X-Pro SUV titled “Legends of the Driveway” by David&Goliath (D&G), Kia reminds us that the driveway is where the worlds of basketball and cars meet, representing the beginning of your legendary journey— whether in life or simply from the seat of your car.
In the :30 broadcast spot which went live on October 18th just in time for the NBA season tip-off, the creative opens with a series of hoops from an assortment of different homes and driveways. “HORSE game winners with their eyes closed”, “dunks over yesterday’s newspaper” and “free throws from the crack of the concrete” are just some lines inspirationally voiced over scenes of ballers of all ages and fan bases, shooting hoops from their driveways.
The spot closes with the tagline “Here’s to the Legends of the Driveway” as we see a young father and his two kids shoot their best shots. Watch below:
REELated:
“Kia is more than a sponsor, they are part of the NBA,” said Ben Purcell, Chief Creative Officer at D&G. “As fans of the NBA, like their audience, they know where that first inspiration comes from— the driveway. We wanted to create a campaign that taps into the excitement and energy you felt as a kid playing some hoops after school which led to some legendary dreams for the future. To bring this to life, we worked with director Stuart McIntrye to send teams of documentarians across the country to capture driveways of all kinds. The beauty of this idea is that there’s a truth we can all relate to. We applaud Kia for seeing the power of the idea and enabling us to do it justice.”
Additional campaign elements include paid digital, OOH, NBA league/team site banners, terrestrial and steaming radio placements and paid social across all major platforms with :15 and :06 video cutdowns.
CREDITS:
AGENCY: David&Goliath, LA
- Founder & Creative Chairman: David Angelo
- Chief Creative Officer: Ben Purcell
- Chief of Social Impact: Blake Winfree
- Executive Creative Director: Frauke Tiemann
- CD / Art Director: Ben Sweitzer
- CD / Copywriter: Sammy Glicker
- ACD / Art Director: Israel Medeiros
- ACD / Copywriter: Marcos Botelho
- Head of Strategy: Melissa Cabral
- Group Communications Strategy Director: Jeff Cannata
- Group Strategy Director: Bruno Cunha
- Associate Strategy Director: Kelly Slater
- Junior Strategist: Kelsey Hillner
- Managing Director of Broadcast Production: Paul Albanese
- Group Executive Producer: Christopher Coleman
- Senior Producer: Jane Krull
- Executive Art Producer: Cara Nieto
- Managing Director, Integrated Production & Technology Services: Peter Bassett
- Senior Digital Producer: Michael Van Pelt
- Associate Digital Producer: Julia Minucci
- Director of Business Affairs: Quynh-An Phan
- Associate Business Affairs Manager: Kristina Van
- Managing Director: Lisa Tanner
- Group Account Director: Allison Draskovich
- Account Director: Kylie Harmon
- Management Supervisor: Jonathan Cleveland
- Account Supervisor: Andrea Cadloni
- Senior Account Executive: Ene Obeya
- Assistant Account Executive: Connor Heffernan
- Director of Project Management: Amy Chiang
- Project Manager: David Sukal
- Project Coordinator: Natalie Chaparyan
- Product Information Manager: Mark McNaul
PRODUCTION COMPANY: Somesuch
- Director: Stuart McIntyre
- Co-Founder: Sally Campbell
- Co-Founder: Tim Nash
- Managing Director / Executive Producer: Seth Wilson
- Executive Producer: Bridgitte Pugh
- Head of Production: Roger Zorovich
- Producer: Kristin Porter
EDIT: Spinach
- Managing Director: Adam Bright
- Executive Producer: Jonathan Carpio
- Senior Post Producer: Cristy Torres
- Editor: Rami D’Aguiar (courtesy of Cabin Editing Company)
- Assistant Editor: Damian Standen (courtesy of Cabin Editing Company)
- Editor: Juan Pablo Digenio
- Assistant Editor: Jared Deaver
VFX: Kevin
- Partner / Sr. Executive Producer: Sue Troyan
- Partner / Executive Creative Director: Tim Davies
- VFX Supervisor / 2D Lead: Gareth Parr
- Senior VFX Producer: Jami Schakel
- VFX Coordinator: Connor Van Der Linde
- 2D: Steve Gibbons, Robert Murdock, Dag Ivarsoy
MUSIC: We Are Walker
- Managing Director: Sara Matarazzo
- Senior Executive Producer: Stephanie Pigott
- Senior Producer: Danielle Soury
SOUND DESIGN: LA Studios/Margarita Mix
- Sound Designer/Mixer: Nathan Dubin
- Executive Producers: Paula Arnett, Whitney Morris
