What comes to mind when you think of the power of a performance vehicle? It could be its loud, revving engines and tiny frame. Or the cacophony of rumbles and roars. That’s not the case with the all-electric Kia EV6 GT— its high-speed 576 HP engine doesn’t need to make a lot of noise to make a power-full statement. In the latest campaign by David&Goliath (D&G) which launched early this month, Kia illustrates that “Silence is Powerful”.
Weighing in on this notion is Kia’s inspiring spokesperson featured in the campaign— Kris Martin, a six-time National Kart Champion, NASCAR, and Le Mans professional race car driver who is deaf. As an advocate, motivational speaker and inspiration for the deaf community and families of those with deaf children, Martin is the perfect example of someone who has defied all odds, and behind the wheel of the EV6 GT, shows how powerful silence can be.
In the quiet campaign, the hero spot, directed by the renowned commercial and feature film director, Marc Forster, shows beautiful shots of Martin racing the EV6 GT along a professional track. Between clips of the stylish and innovative vehicle, Martin signs “I don’t need noise to tell me something is fast” demonstrating the electric car’s ability to go from 0 to 60 in 3.4 seconds. Watch below:
REELated:
Forster, who also directed notable films such as James Bond film Quantum of Solace and Monster’s Ball starring Halle Berry, captured the epic beauty of the campaign ethos through his experienced and gifted cinematic lens. “This campaign is a massive departure from your typical automotive work,” Forster elaborates. “Juxtaposing the throbbing rumble of the car with silence is a powerful device to illustrate the feel and texture of what Kris Martin experiences in the driver seat. We’re made to feel the quiet during the storm.”
“We are proud to launch this special campaign in partnership with professional race car driver Kris Martin,” said Robert Casillas, Executive Creative Director at David&Goliath. “As an inspiration for the deaf and race car community, we wanted to create a unique soundscape that made the viewer feel just how powerful silence can be.”
“We were also lucky to have worked with director Marc Forster to help bring this campaign to life,” said Courtney Pulver, Executive Creative Director at David&Goliath. “His passion for the message helped capture Kris Martin in an authentic, empowering way.”
“Working with David&Goliath was a wonderful experience,” remarks Forster. “Their commitment to breaking convention was a breath of fresh air, especially for this category of work.”
In addition to the broadcast spot, D&G created unique, bite-size content for social media called “Sign Language Shorts.” These capture the campaign message in the shortest way possible and will launch only on social media.
In typically sound-on platforms like TikTok, our work embraces the power of silence to make an even louder statement. Other campaign elements include :15 and :06 cutdowns for paid digital and enthusiast print with campaign presence in MotorTrend Magazine, launching on November 18th and Car and Driver Magazine launching on November 29th.
CREDITS:
CLIENT: KIA Motors of America
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
- Executive Creative Director: Courtney Pulver
- Executive Creative Director: Robert Casillas
- Executive Creative Director: Mark Monteiro
- Group Creative Director: John O’Hea
- Junior Copywriter: Ashtyn Livingston
- Art Director: Carter Waldron
- 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
- Managing Director, Integrated Production & Technology Services:Peter Bassett
- Group Executive Producer: Christopher Coleman
- Senior Producer: Carolyn Casey
- Executive Art Producer: Cara Nieto
- 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
- Account Supervisor: Andrea Cadloni
- Assistant Account Executive: Connor Heffernan
- Director of Project Management: Amy Chiang
- Senior Project Manager: Mike Antonellis
- Product Information Manager: Mark McNaul
- Agency Product Specialist: Nic Duynstee
PRODUCTION COMPANY: Rakish
- Director: Marc Forster
- DOP: Paul Meyers
- Managing Director: Preston Garrett
- Executive Producer: Gabe Reiter
- Head of Production: Heather Weinstock
- Producer: Julien Lemaitre
- Production Service Company: Asymetric
- Executive Producer: Evan Landry
- Executive Producer: Nick Burry
- Head of Production: Robert Perry
- Producer: Rod Bailey
EDIT: Spinach LA
- Managing Director: Adam Bright
- Executive Producer: Jonathan Carpio
- Senior Editor: Damion Clayton (Courtesy of RPS)
- Junior Editor:Derrick Monks (Courtesy of RPS)
- Assistant Editor:Shelly Rose (Courtesy of RPS)
- Senior Post Producer: Cristy Torres
COLOR: Company 3 Color
- Senior Colorist: Jill Bogdanowicz
- Senior Producer, Color: Matt Moran
- Senior Executive Producer: Ananda Reavis
POST PRODUCTION FINISHING: Company 3 Finish
- Lead Flame Artist: Brian Conlon
- Flame Artists: Matt Welch, Ian Holland, Kelly Bumbarger, Mandy Sorenson
- Senior Executive Producer: Ananda Reavis
- Associate Producer: Kayla Arendts
MUSIC: Butter Music and Sound
SOUND DESIGN: Mr. Bronx
- Executive Producer, Butter: Sound Annick Mayer
- Senior Producer, Butter Sound: Stone Irr
- Sound Designer, Mr. Bronx: David Wolfe
- Sound Design EP, Mr. Bronx: Hanna Choi
AUDIO POST: Margarita Mix
- Sound Mixer: Nathan Dubin
- Executive Producers: Whitney Morris & Paula Arnett
- Operations Manager: Brian Frank
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