Kia America is going small by thinking big. The automaker has launched a new 360-degree campaign for the all-new 2027 Kia Seltos, and the work from longtime creative agency David&Goliath gives the compact SUV segment a playful little shove.
The centerpiece is a 30-second spot titled A Real SUV, which positions the second-generation Seltos as a bigger, bolder, and smarter entry SUV. The campaign uses a sharp visual metaphor: while the Seltos moves confidently through real-world driving scenarios, competing compact SUVs are rendered as toy-like stand-ins, underscoring that not every small SUV is built the same.
The campaign spans broadcast, print, digital, out-of-home and social media, with the hero spot supported by two additional 15-second executions focused on increased interior room and the available Blind Spot View Monitor.
The spot’s visual world was created through a combination of CGI and a real toy SUV built specifically for the campaign, allowing the Seltos to stand in stark contrast to the “toy” competition around it. Watch below:
“The second-generation Seltos raises the bar for the entire compact SUV category, and we developed a fun and creative way to illustrate how the Seltos stands apart from – and beats – the competition,” said Russell Wager, Vice President, Marketing, Kia America. “With its larger overall dimensions and segment above standard features, Seltos is for those looking for a small SUV that is more than capable of doing big things. Packed with many of the same standard and available features found on the all-new 2027 Telluride, the 2027 Seltos offers a right-sized option that dwarfs the competition.”
REELated:
For David&Goliath, the assignment was about turning a familiar category comparison into something more cinematic and instantly readable. “Kia has always challenged expectations, and this next generation Seltos takes that even further. We wanted the creative to mirror the vehicle itself by turning a familiar category on its head,” shared Ben Purcell, Chief Creative Officer, David&Goliath. “With a visually arresting metaphor, viewers could quickly see that while this may be an entry-level SUV, it makes others feel like child’s play. Collaborating with director Adam Berg, we were able to create not just a commercial, but another world. Demonstrating a clear point of difference in an unexpected playful way.”
That’s what makes A Real SUV our Reel Ad of the Week. The campaign doesn’t just list features. It visualizes the product difference in a way viewers can understand immediately. Small SUV. Big presence. Tiny competition.
CREDITS:
BRAND: Kia America
AGENCY: David&Goliath
- Chair: David Angelo
- Chief Creative Officer: Ben Purcell
- Executive Creative Director: Avi Pinchevsky
- Creative Director: Ben Sweitzer
- Creative Director: Sammy Glicker
- Associate Creative Director: Diego Wortmann
- Associate Creative Director: Erick Monero
- Art Director: John O’Hea
- Art Director: Riley Rawson
- Art Director: Charlotte Garrett
- Copywriter: Danny White
- Copywriter: Cassidy Hill
- Chief Strategy Officer: Brendan Robertson
- Group Strategy Director: Ahra Cho
- Strategy Director: Moises Escobar
- Strategist: Alanie Abron
- Managing Director: Allison Draskovich
- Group Account Director: Jamie Friedman
- Account Director: Kylie Harmon
- Account Supervisor: Joe Litwak
- Account Supervisor: Sarah Danaher
- Account Executive: Ben Ramirez
- Executive Producer: Christopher Coleman
- Integrated Producer: Julia Lam
- PR: Mark McNaul
- PR: Travis Ray
- PR: Karena Dacker
- PR: Elisa Atwood
PRODUCTION COMPANY: SMUGGLER
- Director: Adam Berg
- Executive Producer: Patrick Milling Smith
- Executive Producer: Brian Carmody
- Executive Producer: Carlin Wilson-Webb
- Managing Director: Sue Yeon Ahn
- Head of Production: Brian Sabowski
- Producer: Ben Croker
- 1st AD: Jeff Mosuk
- Director of Photography: Patrick Scola
- Production Designer: Jo Carkner
- Stylist: Kayt Quinn
- AI: Anya Elis
PRODUCTION SERVICES: Filmgroup
- Executive Producer: Miles Nathan
- Executive Producer: Renee Poulin
- Head of Production: Alexandra Wilson
- Producer: Kerrigan Cartner
- Producer: Daniel Hellmann
- Coordinator: Vianney Medina
POST / VFX: Parliament
- Creative: Jason Bergman
- Creative: Andrew Romatz
- Creative: Alex Koester
- Creative: Franz Kol
- Creative: Lenz Kol
- Creative: Lily Cunningham
- Creative: Jakob Hill
- Creative: JZ Zavala
- Creative: Yama Yamashita
- Creative: Ashley Thomas
- Creative: Kat Maidment
- Creative: Diana Young
- Creative: Sydney Erbez
EDIT: Spinach
- Editor: Adam Bright
- Editor: Bill Marmor
- Editor: Marshall Thompson
- Managing Director: Adam Bright
- Executive Producer: Jonathan Carpio
- Producer: Yole Barrera
MUSIC/SOUND: Racket Club
- Executive Producer: Adrea Lavezzoli
- Executive Producer: Lauren Cascio
- Designer: Nathan Dubin
MUSIC: Little Beast
- Composer: Scott Langley
- Founder: Johanna Cranitch
- Founder: Matt Drenik
- Partner: Christina Tortorelli Carlo
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
