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A couple of cute kids are helping to sell cars they can’t even drive in a new summer sales season campaign by Kia.

Kia Motors America has launched a national integrated marketing campaign that states the obvious reason why consumers should consider Kia – that the cars are ‘America’s Best Value.’ Traditional sales techniques – including free donuts, showrooms stuffed floor-to-ceiling with balloons, and in-your-face sales people – are replaced with the two children who state the case clearly and simply in a series of ads and one late-night show promo. 

The campaign, created by David&Goliath, 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 sister takes a more brass tacks, dry humor approach, providing the information customers need to make an informed decision. Her brother (who some might recognize from a recent Skippy peanut butter spot) on the other hand, comes from the more traditional showman school of sales, which adds comic relief and creates a great dynamic that balances the two characters.

The two children featured in the campaign also made an appearance on ABC’s ‘Jimmy Kimmel Live!’ on Tuesday (May 22), and get into a silly string fight with the show’s sidekick, Guillermo.

 
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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.  

“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 and chairman of David&Goliath. “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.”

See the spots by clicking on the Creative Works box below.

David&Goliath: Kia Motors America 'America's Best Value Summer Sales Event'

Agency: David&Goliath
Client: Kia Motors America
Date: May 2018
Kia Motors America has launched a national integrated marketing campaign that states the obvious reason why consumers should consider Kia – that the cars are ‘America’s Best Value.’ Traditional sales techniques – including free donuts, showrooms stuffed floor-to-ceiling with balloons, and in-your-face sales people – are replaced with the two children who state the case clearly and simply in a series of ads and one late-night show promo. 
The campaign, created by David&Goliath, 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 sister takes a more brass tacks, dry humor approach, providing the information customers need to make an informed decision. Her brother (who some might recognize from a recent Skippy peanut butter spot) on the other hand, comes from the more traditional showman school of sales, which adds comic relief and creates a great dynamic that balances the two characters.
The two children featured in the campaign also made an appearance on ABC’s ‘Jimmy Kimmel Live!’ on Tuesday (May 22), and get into a silly string fight with the show’s sidekick, Guillermo.
Credits:
 
 
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
 
Tags: United States
 
 
 
 
 
 
 
 
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