Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Kids Sell Cars Without Gimmicks in Kia Motors Campaign from David&Goliath

Epoch Films' Phil Morrison captures no-nonsense kids in series of Summer Sales spots

Kids Sell Cars Without Gimmicks in Kia Motors Campaign from David&Goliath

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.' In fact, the message is such a 'no brainer' that traditional sales techniques – including free donuts, showrooms stuffed floor-to-ceiling with balloons, and in-your-face sales people – are replaced with two children that state the case clearly and simply. 

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, 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 May 22nd.



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 & chairman of D&G. “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.”



Creative Agency

Creative Agency: David&Goliath, LA

Creative Director: Courtney Pulver, Robert Casillas, Robert Prins, Erik Moe

Copywriter: Nick Micale

Chief Creative Officer: Bobby Pearce

Managing Director: Jeffery Moohr

Executive Creative Directors: Gustavo Sarkis

Head of Broadcast: Paul Albanese

Senior Art Director: Andrea Rosenfeld

Data & Analytics : Shaun Jacobs

Account Supervisor: Sam Yoon, (Digital) Rebecca Hanson

Digital Designer: Meagan Steinkamp

Planning Director: Andrew Lynch

Director of Digital Production: Peter Bassett

Junior Art Director: Katherine Mayhew

Founder: David Angelo

Assistant Account Executive: Lindsey McVey

Executive Broadcast Producer: Christopher Coleman

Senior Art Producer: Cara Nieto

Senior Print Producer: Elisa Atwood

Business Affairs Manager: Travis Kohler

Associate Project Management Director: Andrew Lynch

Director of Business Affairs: Rodney Pizarro

Management Supervisor: Candace Logan

Senior Business Affairs Manager: Natasha Royzina

Senior Digital Producer: Justine Kleeman

Senior Project Manager: Donna Alexander

Creatives team: (Intern) Peter Watson

Account Director: Josh Van Steenbergen, (Digital) Marco Koenig

Production Company

Production Company: Epoch Films

Executive Producer: Melissa Culligan

Director: Phil Morrison

DOP: Toby Irwin

Producer: Eric Sedorovitz

President: Yumi Prentice

Offline

Edit Company: Spinach

Editor: Adam Bright, Heidi Black (courtesy of Whitehouse Post)

Producer: Patricia Gushikuma

Executive Producer: Jonathan Carpio

Post Production / VFX

Post Production Company: JAMM

VFX Supervisor: Mark Holden

Executive Producer: Asher Edwards

Production Coordinator: Justine Pregler

Music

Music Company: Barking Owl

Creative Director: Kelly Bayett

Sound

Sound Engineer: Scott Burns

Producer: Vanessa Carey

Mix: Juice Studios

Executive Producer: Dawn Redmann

Category: Automotive , Cars