Kia America rang in the New Year with a high-profile Times Square takeover celebrating the all-new 2027 Telluride, the next generation of the brand’s flagship SUV. Team Members from the Telluride assembly plant in West Point, Georgia, joined New Year’s Eve revelers in one of the world’s most-watched celebrations.
Since its debut six years earlier, Telluride had become a defining success for the Kia brand, widely praised for its balance of refined luxury and rugged capability. Created in partnership with David&Goliath, the campaign spotlighted the people behind the Telluride through a personalized countdown experience and a heartfelt father-son moment to usher in the New Year.
As the first Kia designed specifically for and assembled in the United States, the Telluride fundamentally reshapes both critical and consumer perception of the brand and redirects Kia’s trajectory in the American market. Following the recent debut of the second-generation Telluride, Kia America used the moment to thank and spotlight the Kia Georgia Team Members who helped make the vehicle such a resounding success.
Beginning at 11:59 pm EST on December 31, Kia executed a complete takeover of the New Year’s Eve countdown clock at 1 Times Square. The large screen directly below the Ball Drop showcased elements of the all-new 2027 Kia Telluride as the final minute of 2025 counted down. From the Telluride’s contemporary design and sanctuary-like interior to its intuitive technology and available entertainment services, imagery flashed across the screen as the clock ticked toward midnight.
At the 20-second mark, the visuals transitioned to celebrate the Kia Georgia Team Members responsible for assembling Kia’s most transformative SUV. Watch below:
Concepted and created by David&Goliath, Kia’s longtime creative partner, the takeover was designed to humanize the launch of Kia’s flagship SUV by pairing bold cinematic visuals with authentic storytelling rooted in the people behind the product.
“The Telluride signaled Kia’s arrival in the top tier of the world’s automotive manufacturers as the rarest of flagship vehicles to serve as a symbol of innovation and challenge while also being as attainable as it is attractive,” said Russell Wager, vice president, marketing, Kia America.
Wager adds, “We are pleased to celebrate our Kia Georgia Team Members at the turn of the New Year as both the Telluride and the change in calendar are transformative points in the Kia journey. The dedication of Team Members at our plant in West Point, Georgia, is what made the Telluride the success that it is today and has helped demand grow each and every year.”
“At its core, this launch is about the people behind it,” said Ben Purcell, Chief Creative Officer, David&Goliath. “The all-new Telluride didn’t come to life because of a logo or a spec sheet. It exists because thousands of skilled, passionate individuals show up every day to build something they’re proud of. We wanted the world to see them, not as a footnote, but as the heroes of this moment. We’re reminding people that great vehicles are built by great humans, and there’s no better way to welcome the new Telluride, and the New Year, than by honoring the people who made it possible.”
“New Year’s Eve is one of the few moments when the world is truly watching the same clock,” said Bennett Austin, Group Creative Director, David&Goliath. “Turning that countdown into a tribute to the people who built the Telluride felt both powerful and deeply human. It’s a reminder that behind every great product is a story worth celebrating.”
Featuring an all-new available hybrid powertrain, the 2027 Telluride made its official world debut at last month’s Los Angeles Auto Show. It is expected to arrive in the United States in Q1 2026.
CREDITS:
BRAND: Kia America
AGENCY: David&Goliath, LA
- Founder & Creative Chairman: David Angelo
- Chief Creative Officer: Ben Purcell
- Executive Creative Director: Avi Pinchevsky
- Head of Automotive Art, GCD: John O’Hea
- GCD / Art Director: Bennett Austin
- GCD / Copywriter: Nick Micale
- CD / Art Director: Ambrosio Ballon
- CD / Copywriter: Andrea Vega
- Content Creator: Rach LaMantia
- Managing Director, Integrated Production & Technology: Peter Bassett
- Senior Integrated Producer: Michael Van Pelt
- Chief Strategy Officer: Brendan Robertson
- Strategy Director: Kelly Slater
- Junior Strategist: Chase Culver
- Group Communications Strategy Director: Jeff Cannata
- Senior Comms Strategist: Amy Wu
- Executive Director, Strategic Communications: Luke Hughes
- Managing Director: Allison Draskovich
- Account Director: Courtney Landrum
- Account Supervisor: Amanda Reymer
- Product Information Manager: Travis Ray
- Director of Business Affairs Manager: Quynh-An Phan
- Chief Integration Officer: Amy Chiang
- Freelance Senior Project Manager: Mike Antonellis
PRODUCTION COMPANY: Unit 9
- Director + Creative Partner: Michelle Craig
- Producer: Pia-Louise Lauritsen
- Director of Production: Mindy Lubert
EDIT / VFX: Uppercut Editorial
- Executive Producer: Mila Davis
- Editor: Pieter Viljoen
- Assistant Editor: Cristina Headrick
- Producer: Harrison Draper
VFX: Mosaic Studios
- Founder/CEO: Dave Zeevalk
- VFX Creative Director: Geoff Bailey
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