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David&Goliath Creates Two Commercials for Kia Motors America to Air During Super Bowl XLVII
"Space Babies" Takes Viewers on a Nine-Month Journey to "Babylandia" to Introduce the Family-Friendly 2014 Sorento CUV; "Hotbots" Stars Former Miss USA Alyssa Campanella as a Sexy Robot to Launch the 2014 Kia Forte and Its Array of High-Tech Features
|By Marketwired .
|February 1, 2013 11:48 AM EST
LOS ANGELES, CA -- (Marketwire) -- 02/01/13 -- LA-based independent creative agency David&Goliath returns to the Super Bowl with Kia Motors America for the fourth consecutive year. In its biggest effort to date, the agency has created two commercials for the automaker: "Space Babies" for Kia Sorento and "Hotbots" for the all-new 2014 Kia Forte. "Space Babies" (:60) is scheduled to air in the fourth quarter while "Hotbots" (:30) will debut in the third quarter.
"We couldn't be more excited to partner with Kia on its biggest-ever Super Bowl launch," said David Angelo, Chairman and Chief Creative Officer of David&Goliath. "With two spots airing in the Big Game this year, we've got something for everyone -- from tech-savvy Millennials to modern families."
Space Babies (Kia Sorento)
For generations, inquisitive young minds have asked the burning question that all parents dread. A question that leaves many moms and dads stumbling to find the right words to carefully, and sometimes creatively, navigate the most delicate of situations: "Where do babies come from?"
In this :60 spot, which can be viewed as a special extended version at YouTube/Kia, David&Goliath tells the story that hasn't been told as a flustered father shares an epic tale with his curious young son from behind the wheel of the new 2014 Sorento CUV. Directed by Jake Scott, "Space Babies" reveals the existence of a faraway planet known as "Babylandia," and follows infant boys, girls, dogs, pandas and more on their journey to Earth to join their new families. After taking it all in, the curious child begins to offer an alternative theory passed on by a friend but his quick-thinking father calls upon UVO's voice-activated jukebox feature to hurriedly change the subject and survive another day in the adventures of parenthood.
After becoming the first advertiser to debut a Super Bowl commercial in movie theaters before the big game last year, Kia's "Space Babies" will air on more than 33,000 screens nationwide beginning on February 1 as part of ScreenVision and National CineMedia's FirstLook. "It has an answer for everything" is a fully integrated marketing campaign incorporating TV, cinema, digital, print, social media and in-dealership components.
Hotbots (Kia Forte)
The all-new 2014 Kia Forte -- a compact sedan equipped with an array of high-tech features -- is designed for those who love technology. The :30 spot, which can be viewed as a special extended version at YouTube/Kia, also marks Kia's official launch of the new model, appropriately begins during a press event where high-tech robot car girls, called "Hotbots," unveil the new Kia Forte compact sedan before a room full of reporters and auto enthusiasts. As they show the car to the crowd, one unsuspecting attendee goes in for a closer look -- only he goes in a little too close for the Hotbots' comfort.
The Hotbot -- played by 2011 Miss USA winner, Alyssa Campanella -- springs into action and demonstrates just how serious Kia is about technology. She proceeds to deliver an "atomic wedgie," ultimately sending the man flying into the hors d'oeuvres table. An important lesson is learned: Always respect the tech.
The spot was created with notable talent including Oscar winner Robert Elswit as Director of Photography (There Will Be Blood, Magnolia, The Town); world-class Stunt Coordinator Gary Powell (Skyfall, The Bourne Ultimatum, The Legend of Zorro); Academy Award-winning Editor Kirk Baxter (The Social Network, The Girl with the Dragon Tattoo); and Carl Erik Rinsch, an award-winning director who worked on the most recent Kia Soul Hamsters campaign (Bringing Down the House) and is in the process of finishing a feature film called 47 Ronin, starring Keanu Reeves.
David&Goliath's fourth showing with Kia at the Super Bowl comes at a time of significant momentum for the agency, which continues to solidify itself as a strategic and creative powerhouse.
David&Goliath is a full-service, independent creative agency based in Los Angeles. Founded in 1999, David&Goliath helps its clients outwit, outwork and outlast their competition with the knowledge, resources and firepower needed to help challenger brands fight their way to market leadership. Current clients include Kia Motors, California Lottery, Universal Studios and MGM Resorts (Monte Carlo and New York-New York), to name a few. The agency's vision is to always be the leading-edge creative agency that solves Goliath marketing challenges, and most importantly, gets results.
David&Goliath was named 2011 Small Agency of the Year (76-150 Employees) at Ad Age's Small Agency Awards.
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