Community Spirit Unfolds Under Storm Clouds in Kia Sportage Hybrid Spot

The world you want, you have to create. And with a tool as capable as the first-ever Kia Sportage Hybrid in your hands, you can make a whole lot of good. As part of the vehicle’s launch, David&Golaith created this :30 spot ‘Downpour’ which follows an intrepid couple as they set out to distribute free rain coats around Seattle in a race against the clock of an impending storm, for the good of their community.

As part of its ‘Make More Good’ campaign, the story unfolds as a dark storm closes in around Seattle; the wind whips and the weatherman warns. With the undeniable turbo-power of the Kia Sportage Hybrid, the couple races through the city with boxes of warm, hooded jackets that fill up the spacious cargo area and make stops to hook the coats onto fences for those in need to take freely. It’s a mad dash in a formidable city, with its steep hills and tight turns -  but there is no challenge the Sportage Hybrid can’t take on for a good deed.

In partnership with One Warm Coat, the campaign includes a CSR effort and social content that goes live across Kia social channels today, Wednesday, August 17th and includes this :15 video, along with a :06 version. Against the backdrop of a gloomy, rainy Seattle, the video shines a light on the 37 million Americans living in poverty and struggling to afford basic needs – including a warm coat. We see coats hooked onto a metal fence with a sign FREE ( For Anyone Who Needs One), and a man picks up one of the free coats to shelter him from the rain.

“We were very excited to work with the critically-acclaimed director, Alex Feil, who captures human emotion in the most aspirational way,” said Tiffany Smith, group creative director at D&G. “’Downpour’ shows how your own personal power can be amplified by horsepower when you’re behind the wheel of the Sportage Hybrid through this stunning film. As Kia continues to raise the bar with their design and innovation, we’re proud to produce creative that inspires people to make more good in the world.”  

One Warm Coat is a non-profit that has provided more than 7.3 million coats to those in need nationwide and is dedicated to promoting environmental sustainability.

"It's always a triumph to work on stories that add to the bigger picture. In Seattle, a city accustomed to rainy days, we captured a moment of mission and purpose that challenges what can be done when you look at your environment and resources with a new perspective,” said director Alex Feil. “I'm honoured to help Kia bring these inspirations to life for those searching to make a difference in their communities."

Additional campaign elements that will launch later this month include TikTok executions, including an influencer effort.