Kids sell cars in Kia Motors Summer Sales campaign

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National Campaign Includes Seven Broadcast Spots and a Jimmy Kimmel Live! Segment

Kia Motors America is taking a straightforward approach to the automotive Summer Sales season with a national integrated marketing campaign that states the obvious reason why consumers should consider Kia. Simply put, because Kia is “America’s Best Value.” But is it the value or this adorable child duo who makes these seven spots go? I’m going to go with the kids.

The campaign, created by David&Goliath, and directed by Phil Morrison of Epoch Films, was shot on a stark white set representing a Kia dealership. The young sister and brother eschew the gimmicks and stick to the facts highlighting the various reasons why Kia is the better choice, including the brand’s 10-year/100,000-mile warranty.

In seven, 15- and 30-second broadcast spots for the general and Hispanic markets, the message is clear – traditional sales techniques such as free donuts, showrooms stuffed floor-to-ceiling with balloons, and in-your-face sales people don’t work. Morrison has the sister take a dry humor approach, providing the information customers need to make an informed decision. Her brother, on the other hand, comes from the more traditional “showman” school of sales, which adds comic relief and creates great comedy. Let’s take a look at these charming spots:

 

 

“This campaign is about challenging the conventions of retail car advertising and portraying value through the eyes of two very wise kids as spokespeople,” said David Angelo, founder & chairman of D&G.

 

 

Angelo added, “The kids are more pragmatic, and represent the youthful, challenger spirit of Kia and new kind of consumer. One that is not easily swayed by gimmicks and tricks of the trade. Because when you have a great product, you don’t need all the hoopla to sell it. Value is all you need.”

 

 

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Even Jimmy Kimmel’s Guillermo can’t resist the two children, as they are featured in live Kia spot on ABC’s “Jimmy Kimmel Live!” that aired on May 22.

 

 

Other elements of the campaign include digital, social, point-of-sale, in-cinema and outdoor, highlighting Kia’s most popular vehicles including Forte, Optima, Sportage, Soul and Sorento. The campaign is memorable, simple and so incredibly charming. D&G should be proud of this work.

CREDITS:
Client: Kia

Agency: David&Goliath, LA
   Founder & Chairman: David Angelo
   President: Yumi Prentice
   Chief Creative Officer: Bobby Pearce
   Executive Creative Director: Gustavo Sarkis
   Creative Director: Courtney Pulver
   Creative Director: Robert Casillas
   Director of Broadcast Production: Paul Albanese
   Executive Broadcast Producer: Christopher Coleman
   Senior Art Producer: Andrea Rosenfeld
   Senior Art Producer: Cara Nieto
   Planning Director: Andrew Lynch
   Associate Director of Project Management: Genie Lara
   Senior Project Manager: Donna Alexander
   Managing Director: Jeffery Moohr
   Account Director: Josh Van Steenbergen
   Management Supervisor: Candace Logan
   Account Supervisor: Sam Yoon
   Assistant Account Executive: Lindsey McVey
   Product Information Manager: Mark McNaul
   Product Information Manager: Russ Wortman
   Director, Business Affairs: Rodney Pizarro
   Senior Business Affairs Manager: Natasha Royzina
   Business Affairs Manager: Travis Kohler
   Creative Director: Robert Prins
   Creative Director: Erik Moe
   Copywriter: Nick Micale
   Jr. Art Director/Designer: Katherine Mayhew
   Digital Designer: Meagan Steinkamp
   Creative Intern: Peter Watson
   Director of Digital Production: Peter Bassett
   Sr. Digital Producer: Justine Kleeman
   Sr. Print Producer: Elisa Atwood
   Digital Account Director: Marco Koenig
   Digital Account Supervisor: Rebecca Hanson
   Digital Analytics Manager: Shaun Jacobs

Production Company: Epoch Films
   Director: Phil Morrison
   Director of Photography: Toby Irwin
   Executive Producer: Melissa Culligan
   Head of Production: Megan Murphree
   Producer: Eric Sedorovitz

Editorial Company: Spinach
   Editor: Adam Bright
   Editor: Heidi Black (courtesy of Whitehouse Post)
   Assistant Editor: Gabriel Cullen
   Assistant Editor: Taylor Schwartz
   Assistant Editor: Eddie Mikasa
   Executive Producer: Jonathan Carpio
   Producer: Patricia Gushikuma

VFX Company: JAMM
   VFX Supervisor/Lead Flame: Mark Holden
   Executive Producer: Asher Edwards
   Production Coordinator: Justine Pregler

Music Company: Barking Owl
   Creative Director: Kelly Bayett

Mix: Juice Studios
   Sound Engineer: Scott Burns
   Executive Producer: Dawn Redmann
   Producer: Vanessa Carey

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.

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