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
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(TM)" is a fully integrated marketing
campaign incorporating TV, cinema, digital, print, social media and
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
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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