Kia Motors America today is kicking off a multi-channel marketing campaign in support of the all-new 2021 K5. True to Kia Motors America (KMA) “Give It Everything” philosophy, the wide-reaching, real-time “K5 Live,” effort will reset expectations by placing Kia’s most powerful mid-size sedan in situations previously untouched in this traditionally conservative category.
The campaign, created by David&Goliath, jumpstarts on Tuesday, July 28, at 8 p.m. ET / 5 p.m. PT with a livestream event on Twitter. Billed “Triple Threat,” the one-of-a-kind showcase will be directed by Darrin Prescott, action unit director on some of Hollywood’s most action-packed films including Baby Driver, Ford Vs. Ferrari, Drive, John Wick, Black Panther, and The Bourne Ultimatum, and will provide car enthusiasts with a virtual look at the capability of the all-new K5.
In addition to Prescott, “Triple Threat” features professional driver Collete Davis and actor Jeremy Ray Valdez, who will serve as event co-hosts, and stunt drivers Sean Graham and father-daughter stunt driving duo Jalil Jay and Brionna Lynch.
Each stunt driver will get behind the wheel of a K5 and put the vehicle’s sleek design, on-road prowess, and dynamic performance to the ultimate test. The national campaign also includes a robust social media presence and national broadcast components that will be announced later in August.
“The all-new K5 is a completely new direction for Kia and the midsize sedan category overall, so we needed a marketing campaign that was as dynamic and action packed as the vehicle itself,” said Russell Wager, director, marketing operations, Kia Motors America. “By combining live events with more traditional elements, the K5 and Kia will be presented in ways never seen before and sure to change perceptions of the midsize sedan category.”
Representing one of the biggest leaps forward between generations in recent automotive history, the K5 celebrates a bold new chapter in Kia’s story. Featuring a sleek design, all-new safety and performance enhancing technology and turbocharged engines, the all-new K5 is available in Kia showrooms nationwide.
D&G created a series of social media teaser videos and posted on Kia’s social channels earlier this month leading up to the epic stunt to build the kind of excitement that is not for the faint of heart. And for car enthusiasts looking for a reimagined, uncompromising spirit of a sedan. Watch below:
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“Being the consummate challenger, Kia has never shied away from boldly disrupting the car category, especially when it comes to the mundane world of mid-sized sedans,” said David Angelo, founder and creative chairman of David&Goliath. “The K5 is yet another example of Kia pushing the limits of what’s possible. By partnering with one of the best action unit directors in the world, they will demonstrate, in real time, a new level of bold performance and design never before seen.”
As part of the wide-reaching, integrated “Kia K5 Live” campaign, the morning of the “Triple Threat Stunt,” July, 28 at 11:30 am ET/8:30 am PT, the Television Academy will announce their nominations for the 72nd Emmy® Awards streaming live on Emmys.com “Kia K5 Live” digital elements of the “Triple Threat Stunt” live-stream will be promoted on the Emmys home page inviting visitors to view the LIVE event later that day.
Additional elements of “Kia K5 Live” include an official recap of the “Triple Threat Stunt” to be posted on digital and social media, August 15. As well, national broadcast and print advertising will launch on September 1, and additional social media and video components will supplement the campaign and run through October.
CREDITS:
AGENCY: David&Goliath
- David Angelo: Founder & Creative Chairman
- Yumi Prentice: President
- Laura Forman: Chief Strategy Officer
- Mark Koelfgen: Executive Creative Director/Copywriter
- Frauke Tiemann: Group Creative Director/Art Director
- Stephanie Kohnen: Creative Director/Art Director
- Tiffany Smith: Creative Director/Copywriter
- Bennett Austin: Associate Creative Director/Art Director
- Nick Micale: Associate Creative Director/Copywriter
- Kevin Reilly: Associate Creative Director/Art Director
- Sarah Mosseller: Associate Creative Director/Copywriter
- Paul Albanese: Managing Director, Broadcast Production
- Curt O’Brien: Executive Producer
- Jesse Roberts: Integrated Producer
- Natasha Royzina: Director of Business Affairs
- Yenia Paez: Senior Business Affairs Manager
- Marlon Pineda: Business Affairs Manager
- Amy Santana: Associate Business Affairs Manager
- Donesh Olyaie: Group Strategy Director
- Jasmine Spraglin: Senior Strategist
- Beka Tesfaye: Junior Strategist
- Jeff Cannata: Communications Planning Director
- Natalie Gomez: Associate Communications Planning Director
- Hailey Kim: Jr. Communications Planner
- Taylor Grant: Analytics Director
- Genie Lara: Associate Director of Project Management
- Paul Stephens: Senior Project Manager
- Amanda Bercovitch: Project Manager
- David Sukal: Project Coordinator
- Lisa Tanner: Managing Director
- Jay Mattingly: Account Director
- Kylie Lemasters: Management Supervisor
- Nick Janner: Account Coordinator
- Sarah Masket: Account Director, Digital
- Quinn Rufener: Account Executive, Digital
- Britney Bencomo: Assistant Account Executive, Digital
- Peter Bassett: Managing Director, Integrated Production & Technology Services
- Justine Kleeman: Executive Digital Producer
- Genevieve Shah: Producer
- Meagan Steinkamp: Digital Designer
- Kurtis Mirick: Digital Designer
PRODUCTION COMPANY: Feel Films
- Nick Hirschkorn: Founder & Owner
- Louise Gagen: Executive Producer
- Gary Giudice: Executive Producer
- Darrin Prescott: Director
EDIT: Spinach
- Adam Marshall: Editor
- Jonathan Carpio: Executive Producer
- Patricia Gushikuma: Producer
VFX: a52
- Patrick Nugent: Senior Executive Producer
- Urs Furrer: VFX Supervisor
- Jillian Lynes: VFX Producer
SOURCE: David&Goliath
