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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.”

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Creative Agency

Creative Agency: David&Goliath, LA

Copywriter: Nick Micale

Chief Creative Officer: Bobby Pearce

Senior Art Director: Andrea Rosenfeld

Director of Digital Production: Peter Bassett

Senior Print Producer: Elisa Atwood

Senior Art Producer: Cara Nieto

Executive Broadcast Producer: Christopher Coleman

Assistant Account Executive: Lindsey McVey

Director of Business Affairs: Rodney Pizarro

Associate Project Management Director: Andrew Lynch

Senior Digital Producer: Justine Kleeman

Senior Project Manager: Donna Alexander

Creatives team: (Intern) Peter Watson

Senior Business Affairs Manager: Natasha Royzina

Management Supervisor: Candace Logan

Business Affairs Manager: Travis Kohler

Founder: David Angelo

Junior Art Director: Katherine Mayhew

Planning Director: Andrew Lynch

Digital Designer: Meagan Steinkamp

Account Supervisor: Sam Yoon, (Digital) Rebecca Hanson

Data & Analytics : Shaun Jacobs

Head of Broadcast: Paul Albanese

Executive Creative Directors: Gustavo Sarkis

Managing Director: Jeffery Moohr

Production Company

Production Company: Epoch Films

Executive Producer: Melissa Culligan

Director: Phil Morrison

DOP: Toby Irwin

Producer: Eric Sedorovitz

President: Yumi Prentice


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

Production Coordinator: Justine Pregler

Executive Producer: Asher Edwards


Music Company: Barking Owl

Creative Director: Kelly Bayett


Sound Engineer: Scott Burns

Producer: Vanessa Carey

Executive Producer: Dawn Redmann

Audio Mix: Juice Studios

Category: Automotive , Cars