I don’t remember much about Super Bowl LIII, The Eagles weren’t playing and some team from New England won again, but I do remember the fab Kia spot from El Segundo’s David&Goliath.
As a refresher, the story was about the largely unknown West Georgia town—West Point. The spot highlighted the builders and families of Kia’s plant to announce its new Telluride SUV. In turn, we saw the divide between rural and urban America in its most clear-cut form. The spot ended with Kia’s current platform, Give It Everything.
Building on the mostly positive responses, the tough vistas of West Texas emerged as the perfect setting for the brand’s next chapter.
Shot in and around Marfa, Texas, the campaign sets Kia’s newly-introduced Stinger GTS against the beautiful and inhospitable expanse of West Texas.
Titled, “Outlaw,” and directed Prettybird’s Max Malkin, we encounter a rare breed of horse. The kind ranchers call “unbreakable.” Fueled by an endless supply of fury, nothing is able to earn the respect of this beast.
Until it encounters an equally rare creature – a bright orange Stinger GTS. We hear an announcer say, “There are crazy horses. Outlaw horses. Horses that won’t abide a pasture fence. Or live at the end of a rope. And it’s not about showing that horse who’s boss. It’s about showing that horse who’s more crazy.”
The two part ways. And rejoin their own worlds, briefly stopped by the recognition they find in each other. Watch the :60-second spot below:
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“Since we introduced the Telluride and our new brand positioning, Give It Everything, it has turned the toughest naysayers into the strongest believers,” said David Angelo, founder and chairman of David&Goliath. “The Stinger is no exception. We gave it everything and then some. People now stand behind the quality and performance of Kia like never before. But even more so, they can relate to the spirit of a brand that gives it everything. That spirit is the crazy horse in all of us.”
The first of several spots launched Tuesday. Can’t wait to see more.
Credits
Client: Kia
Agency: David&Goliath
David Angelo Founder & Chairman
Yumi Prentice President
Bobby Pearce Chief Creative Officer
Mark Koelfgen Executive Creative Director/Copywriter
Frauke Tiemann Group Creative Director/Art Director
John O’Hea Group Creative Director/Art Director
Steve Clarke Group Creative Director/Copywriter
Stephanie Kohnen Creative Director/Art Director
Chris Park Senior Art Director
Caleb Nyberg Copywriter
Peter Watson Junior Art Director
Paul Albanese Managing Director, Broadcast Production
Rob Sondik Senior Broadcast Producer
Cara Nieto Executive Art Producer
Natasha Royzina Director, Business Affairs
Amy Santana Associate Business Affairs Manager
Renee Welch Head of Strategy
Donesh Olyaie Group Strategy Director
Jeff Cannata Communications Planning Director
Jasmine Spraglin Senior Strategist
Genie Lara Associate Director of Project Management
Paul Stephens Senior Project Manager
Amanda Bercovitch Project Manager
Nina Pena Senior Creative Resource Manager
Jeff Moohr Managing Director
Jay Mattingly Account Director
Kylie Lemasters Management Supervisor
Salim Collins Account Coordinator
Nick Janner Account Coordinator
Russ Wortman Product Information Manager
Peter Bassett Managing Director, Integrated Production & Technology Services
Justine Kleeman Executive Digital Producer
Genevieve Shah Digital Producer
Sarah Masket Management Supervisor, Digital
Gabriella Mourad Account Executive, Digital
Production Company: PRETTYBIRD
Max Malkin Director
Ali Brown Vice-President/Executive Producer
Rika Osenberg Head of Production
Matt Wersinger Line Producer
Max Malkin Director of Photography
Christian Kastner Production Designer
Ginger Griffice Location Manager
Editorial Company: Spinach
Charlie Harvey, Courtesy of Whitehouse Editor
Jonathan Carpio Executive Producer
Patricia Gushikuma Post Producer
VFX: A52
Andy Barrios FX Supervisor/Lead Flame
Urs Furrer FX Supervisor/Lead Flame
Serena Noorani Senior VFX Producer
Patrick Nugent & Kim Christensen Executive Producers
Music and Sound Design: Barking Owl
Kelly Bayett Creative Director
Morgan Johnson Sound Designer
Ashley Benton Producer
Source: David&Goliath
Contact Colin Costello at colin@reelchicago.com.
