Kia’s new campaign has two words for you, “Road Trip!”

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(Kia’s new campaign from David&Goliath hits the road)

Rooooad trip! Two favorite words to my ears and heart. Who doesn’t love just jumping into your car like, Batman and Robin from the old ’60s series, and just going somewhere? The destination doesn’t matter. It’s the journey that counts. Windows down, the summer breeze blowing through your hair… unless you’re bald. In the spirit of Kia Motors America’s brand ethos, Give It Everything, the brand has launched a new campaign, ‘Let’s Road Trip,’

The campaign, David&Goliath, harkens back to forgotten times as it celebrates this uniquely American tradition. Knitting together curated vintage 8mm footage from the golden age of the road trip, with present-day imagery from Kia’s award-winning model lineup, it connects the past with the present, or, more importantly, provides us with a glimpse into our future.

The hero spot is a 60 second that underscores our shared human need for freedom, something that’s been curtailed for so very long by global events. The film begins with a reminder of simpler times: “Remember how we’d just get in our cars and drive?” A series of retro, nostalgic shots follows, featuring, among others, a little boy ready to depart with his suitcase, a father and son on a fishing trip, and a waving rancher passing by with his herd. 


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The voice-over goes on to assert a hands-down win for the car in a time when getting on a plane seems a far-off prospect: “It might be a while before we’ll see America from 35,000 feet. But the view from six feet is even better.” Then, the voice-over reminds us of some of the pleasures of stopping along the way for, among other things, boiled peanuts (a southern delicacy). Before ending with an epic aerial shot of a lone highway cutting through the Texan plains, and the call-to-action: “C’mon America, let’s pick up where we left off. Let’s Road Trip.” Watch below:


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‘Let’s Road Trip’ began broadcasting nationally Friday, June 5th. Additional campaign elements include 30, 15, 06 second spots running on national broadcast. The campaign will also feature online banners, social posts, and dealership elements.

CLIENTS:

AGENCY: DAVID&GOLIATH

  • FOUNDER & CREATIVE CHAIRMAN: David Angelo 
  • PRESIDENT: Yumi Prentice
  • CHIEF STRATEGY OFFICER: Laura Forman 
  • EXECUTIVE CREATIVE DIRECTOR/COPYWRITER: Mark Koelfgen
  • GROUP CREATIVE DIRECTOR/ART DIRECTOR: Frauke Tiemann 
  • GROUP CREATIVE DIRECTOR/ART DIRECTOR: John O’Hea
  • GROUP CREATIVE DIRECTOR/COPYWRITER: Steve Clarke
  • CREATIVE DIRECTOR/COPYWRITER: Chris Pouy
  • ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR: Bernice Chao 
  • ASSOCIATE CREATIVE DIRECTOR/COPYWRITER: Sarah Mosseller
  • FREELANCE ASSOCIATE CREATIVE DIRECTOR/COPYWRITER: Sara Becker 
  • SENIOR COPYWRITER (SOCIAL): Chris Davis
  • ART DIRECTOR (SOCIAL): Lisa Donato 
  • MANAGING DIRECTOR, BROADCAST PRODUCTION: Paul Albanese
  • EXECUTIVE PRODUCER: Karen Jean
  • EXECUTIVE PRODUCER: Christopher Coleman 
  • DIRECTOR OF BUSINESS AFFAIRS: Natasha Royzina
  • SENIOR BUSINESS AFFAIRS MANAGER: Yenia Paez
  • BUSINESS AFFAIRS MANAGER: Marlon Pineda 
  • ASSOCIATE BUSINESS AFFAIRS MANAGER: Amy Santana
  • GROUP STRATEGY DIRECTOR: Donesh Olyaie
  • SENIOR STRATEGIST: Jasmine Spraglin
  • JUNIOR STRATEGIST: Beka Tesfaye
  • COMMUNICATIONS PLANNING DIRECTOR: Jeff Cannata
  • ASSOCIATE COMMUNICATIONS PLANNING DIRECTOR: Natalie Gomez
  • ANALYTICS DIRECTOR: Taylor Grant
  • SENIOR PRINT PRODUCER: Elisa Atwood
  • ASSOCIATE DIRECTOR OF PROJECT MANAGEMENT: Genie Lara 
  • SENIOR PROJECT MANAGER: Donna Alexander
  • SENIOR PROJECT MANAGER: Paul Stephens 
  • JUNIOR PROJECT MANAGER: Anna Carnochan
  • MANAGING DIRECTOR: Jeff Moohr
  • ACCOUNT DIRECTOR: Candace Logan 
  • MANAGEMENT SUPERVISOR: Christine Phillips
  • ASSISTANT ACCOUNT EXECUTIVE: Jillian Littleton
  • ACCOUNT COORDINATOR: Sarahi Meza 
  • MANAGING DIRECTOR, INTEGRATED PRODUCTION & TECHNOLOGY SERVICES: Peter Bassett
  • EXECUTIVE DIGITAL PRODUCER: Justine Kleeman 
  • ASSOCIATE DIGITAL PRODUCER: Jessica Sosa
  • DIGITAL DESIGNER: Meagan Steinkamp
  • DIGITAL DESIGNER: Kurtis Mirick
  • MANAGEMENT SUPERVISOR, DIGITAL: Sarah Masket 
  • ASSISTANT ACCOUNT EXECUTIVE, DIGITAL: Britney Bencomo 

PRODUCTION COMPANY: Existing Footage

EDIT: Spinach, LA  

  • EDITOR/MANAGING DIRECTOR: Adam Bright 
  • ASSISTANT EDITOR: Jay Lee
  • EXECUTIVE PRODUCER: Jonathan Carpio
  • POST PRODUCER: Patricia Gushikuma 

COLOR:   A52 Color

  • COLORIST: Daniel De Vue
  • EXECUTIVE PRODUCER: Thatcher Peterson 
  • PRODUCER: Jenny Bright 

VFX COMPANY: A52 VFX

  • VFX SUPERVISOR: Urs Furrer 
  • 2D VFX ARTISTS: Jesse Monsour, Hugh Seville, Adam Flynn, Dan Ellis, Kevin Stokes 
  • PRODUCER: Andrew Rosenberger
  • EXECUTIVE PRODUCERS: Patrick Nugent and Kim Christensen 
  • MANAGING DIRECTOR: Jennifer Sofio Hall 

MIX: Margarita Mix Santa Monica

  • MIXER: Nathan Dubin 
  • OPERATIONS MANAGER: Brian Frank 
  • EXECUTIVE PRODUCER: Whitney Morris 

MUSIC: Associated Production Music

‘ROUND THE CAMPFIRE’

COMPOSERS: Rick Cassman and Samuel Harry Cassman

SOURCE: David&Goliath

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