Kia powers unforgettable NYE proposal in Times Square

Kia

Kia amplified the magic of romance this past New Year’s Eve with an extraordinary wedding proposal in Times Square. The event featured the all-electric Kia EV9 alongside a real-life couple, Garrett Sutton and Hayle Ayers, from Oklahoma City, Oklahoma.

In a seamless blend of innovation, love, and the electric energy of Times Square, Kia created an unforgettable moment for the lucky couple and the estimated one million revelers present.

As part of its “Electric Like You’ve Never Seen” brand campaign created by AOR, David&Goliath, Kia took out-of-home advertising to the next level with a high-impact activation titled “Kia’s Most Electrifying Proposal.” The event turned The One Board—Times Square’s largest digital billboard—into a romantic stage for what may be the largest proposal in history.

The couple, invited to Times Square under the guise of winning a contest to watch the iconic ball drop, had no idea of the surprise that awaited them. After enjoying a New Year’s Eve celebration at the Hard Rock Hotel, they were escorted to a platform at 44th Street and Broadway, where the Kia EV9 stood prominently displayed.

As the clock struck 11:59 p.m., a dramatic 60-second video directed by Michelle Craig of Unit 9 began to play on The One Board. The video featured the sleek Kia EV9 as Garrett stepped out, plugged the car into its onboard power station, and lit up a neon proposal: “Hayle, will you marry me?”

Moments after the ball dropped, the couple’s reactions were live-streamed onto the iconic One Times Square screen. The proposal concluded with the message “Happy New Beginnings,” leaving the couple and onlookers with a memory to cherish forever. Watch below:



“The Kia EV9 is more than just an innovative vehicle—it’s a symbol of new beginnings,” said Ben Purcell, Chief Creative Officer at David&Goliath. “What made this concept truly special was taking the world’s biggest stage on its biggest night and creating a message for one person, powered by an all-electric SUV filled with heart.”

Director Michelle Craig added, “When David&Goliath approached us, I was immediately captivated by the boldness and heart of this idea. Creating a moment of such magnitude in the chaos of Times Square on New Year’s Eve was exhilarating, and it was an honor to help craft this unforgettable proposal.”

Kia’s electrifying proposal demonstrates the brand’s commitment to innovation and creating memorable experiences that resonate far beyond the automotive industry.

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 / Art Director: John O’Hea
  • GCD / Art Director: Rick Standley
  • GCD / Copywriter: Tiffany Smith
  • GCD / Art Director: Mike Czako
  • ACD / Art Director: Diego Wortmann
  • ACD / Copywriter: Erick Monero
  • Junior Copywriter: Danny White
  • Junior Art Director: Riley Rawson
  • Managing Director, Integrated Production & Technology: Peter Bassett
  • Senior Digital Producer: Michael Van Pelt
  • Strategy Director: Kelly Slater
  • Group Communications Strategy Director: Jeff Cannata
  • Managing Director: Allison Draskovich
  • Group Account Director: Jamie Friedman
  • Account Director: Courtney Landrum
  • Senior Account Executive: Connor Heffernan
  • Product Information Manager: Mark McNaul
  • Director of Business Affairs Manager: Quynh-An Phan
  • Chief Integration Officer: Amy Chiang
  • Associate Director of Project Management: Jon Cindric
  • Project Manager: Lina Joo

PRODUCTION COMPANY: Assembly NY

  • Creative Director: Geoff Bailey
  • SVP Commercial Services: Tara Holmes
  • SVP Visual Effects: Dave Zeevalk
  • VP of Technology: Luiz Garrido
  • Head of Workflow: Lucas Andrei
  • Producers: Zack Jacobs, Jenna Gabriel
  • Color Producers: Lucy Gatanis, Katie Andrews
  • CG: Adam Stockholm
  • CGL: Beatrice Fiorini
  • Compositing Team: David Schnee, Dhruv Shankar, Coche Gonzalez, Sal Wilson, Austin Campbell
  • Color Team: Maria Carretero, Phil Choe, Aaron Burns, Kody Wescott
  • GFX: Daniel Cordero
  • Finish: Jeff Kyle
  • IO: Carter Kusner

PRODUCTION COMPANY: Unit 9

  • Director: Michelle Craig
  • EP/Producer: Pia-Louise Lauritsen
  • DP: Gary Long
  • Managing Director/Executive Producer: Mindy Lubert

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Kia

Kia amplified the magic of romance this past New Year’s Eve with an extraordinary wedding proposal in Times Square. The event featured the all-electric Kia EV9 alongside a real-life couple, Garrett Sutton and Hayle Ayers, from Oklahoma City, Oklahoma.

In a seamless blend of innovation, love, and the electric energy of Times Square, Kia created an unforgettable moment for the lucky couple and the estimated one million revelers present.

As part of its “Electric Like You’ve Never Seen” brand campaign created by AOR, David&Goliath, Kia took out-of-home advertising to the next level with a high-impact activation titled “Kia’s Most Electrifying Proposal.” The event turned The One Board—Times Square’s largest digital billboard—into a romantic stage for what may be the largest proposal in history.

The couple, invited to Times Square under the guise of winning a contest to watch the iconic ball drop, had no idea of the surprise that awaited them. After enjoying a New Year’s Eve celebration at the Hard Rock Hotel, they were escorted to a platform at 44th Street and Broadway, where the Kia EV9 stood prominently displayed.

As the clock struck 11:59 p.m., a dramatic 60-second video directed by Michelle Craig of Unit 9 began to play on The One Board. The video featured the sleek Kia EV9 as Garrett stepped out, plugged the car into its onboard power station, and lit up a neon proposal: “Hayle, will you marry me?”

Moments after the ball dropped, the couple’s reactions were live-streamed onto the iconic One Times Square screen. The proposal concluded with the message “Happy New Beginnings,” leaving the couple and onlookers with a memory to cherish forever. Watch below:



“The Kia EV9 is more than just an innovative vehicle—it’s a symbol of new beginnings,” said Ben Purcell, Chief Creative Officer at David&Goliath. “What made this concept truly special was taking the world’s biggest stage on its biggest night and creating a message for one person, powered by an all-electric SUV filled with heart.”

Director Michelle Craig added, “When David&Goliath approached us, I was immediately captivated by the boldness and heart of this idea. Creating a moment of such magnitude in the chaos of Times Square on New Year’s Eve was exhilarating, and it was an honor to help craft this unforgettable proposal.”

Kia’s electrifying proposal demonstrates the brand’s commitment to innovation and creating memorable experiences that resonate far beyond the automotive industry.

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 / Art Director: John O’Hea
  • GCD / Art Director: Rick Standley
  • GCD / Copywriter: Tiffany Smith
  • GCD / Art Director: Mike Czako
  • ACD / Art Director: Diego Wortmann
  • ACD / Copywriter: Erick Monero
  • Junior Copywriter: Danny White
  • Junior Art Director: Riley Rawson
  • Managing Director, Integrated Production & Technology: Peter Bassett
  • Senior Digital Producer: Michael Van Pelt
  • Strategy Director: Kelly Slater
  • Group Communications Strategy Director: Jeff Cannata
  • Managing Director: Allison Draskovich
  • Group Account Director: Jamie Friedman
  • Account Director: Courtney Landrum
  • Senior Account Executive: Connor Heffernan
  • Product Information Manager: Mark McNaul
  • Director of Business Affairs Manager: Quynh-An Phan
  • Chief Integration Officer: Amy Chiang
  • Associate Director of Project Management: Jon Cindric
  • Project Manager: Lina Joo

PRODUCTION COMPANY: Assembly NY

  • Creative Director: Geoff Bailey
  • SVP Commercial Services: Tara Holmes
  • SVP Visual Effects: Dave Zeevalk
  • VP of Technology: Luiz Garrido
  • Head of Workflow: Lucas Andrei
  • Producers: Zack Jacobs, Jenna Gabriel
  • Color Producers: Lucy Gatanis, Katie Andrews
  • CG: Adam Stockholm
  • CGL: Beatrice Fiorini
  • Compositing Team: David Schnee, Dhruv Shankar, Coche Gonzalez, Sal Wilson, Austin Campbell
  • Color Team: Maria Carretero, Phil Choe, Aaron Burns, Kody Wescott
  • GFX: Daniel Cordero
  • Finish: Jeff Kyle
  • IO: Carter Kusner

PRODUCTION COMPANY: Unit 9

  • Director: Michelle Craig
  • EP/Producer: Pia-Louise Lauritsen
  • DP: Gary Long
  • Managing Director/Executive Producer: Mindy Lubert

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