NYE at Times Square Sees Unforgettable Big Screen Proposal

For the last few years, Kia has been the official automotive sponsor for New Year’s Eve Times Square but this year, the car company used the iconic stage to celebrate two special guests.

Created by agency David & Goliath, ‘Kia’s Most Electrifying Proposal’ saw Times Square – mere moments after the famous ball had dropped – become a romantic platform for Oklahoman guest of honour Garrett Sutton to propose to his girlfriend, Hayle Ayers. 

To hide the surprise, the pair were invited under the pretence of a contest to win a new year’s eve  celebration surrounded by the bright lights and revellers in New York City. After a celebration at the Hard Rock Hotel, the couple were escorted to the platform facing The One Board digital screen, where a 60-second video played as the official countdown began. Directed by Unit 9’s Michelle Craig of Unit 9, the film showed off the Kia EV9 before Garrett, on the screen, plugs the car in, lighting up the neon proposal: “Hayle, will you marry me?”

The Times Square film crew live-streamed the couple’s reactions to the electrifying moment, marking a new beginning in 2025 for them and the brand alike. To find out how  they brought the special moment to life, LBB’s Ben Conway caught up with David & Goliath’s CCO, Ben Purcell, executive creative director, Avi Pinchevsky, and group creative directors, Mike Czako and Tiffany Smith.

LBB> Where did the initial inspiration for this idea come from? 

Ben> We wanted to take the world’s biggest stage and create something for one person. Something personal. We’ve never seen an EV power a marriage proposal so it felt like the perfect way for an innovative brand to kick off the year.

LBB> What was the process like for getting a stage, One Board media space and permission for the activation at Times Square on NYE?

Avi> Along with Kia, we have a long-standing relationship with New Traditions. So it was quite a process. New Traditions’ number-one concern is safety at such a public event, but once they understood the scale and emotional potential of the idea, they did everything they could to help us execute.

LBB> How did you find and get Garrett and Hayle involved? Was it a challenge to plan everything and keep it a secret from Hayle?

Avi> Our partners at Unit 9 worked with a real-people casting agent and found serious boyfriends who were ready to take their relationships to the next step. Among the hopefuls, Garrett and Hayle stood out as a sweet, committed couple who were perfect for each other, who’d been together for a long time and were very ready. Garrett worked directly with us and managed to keep the secret from Hayle to expertly deliver the biggest surprise of her life.

LBB> How did you work with Assembly and Unit 9 to film the proposal video that played on the big screen? Did Garrett have much input on these visuals?

Mike> Creating the proposal video was a challenging but rewarding feat, thanks to our partners at Unit 9 and Assembly. Garrett was filmed against a green screen, and the environment, marquee signage, and Kia EV9 were entirely crafted in VFX under Michelle Craig’s direction. 

To ensure this moment was special for Garrett and Hayle, we involved him throughout the process while maintaining the surprise by fabricating a cover story for his trip to LA. In the end, our partners delivered something truly special, and Garrett was thrilled with the final product.

LBB> How does this activation tie into the wider brand platform that you're developing with Kia? And specifically for its innovative EV9?

Ben> Kia is the only automotive company in the US named to the Time100 List of most innovative companies. So we’re always trying to show up in a way that’s fresh. Last year, the Kia EV9 saved the countdown to the New Year by powering the actual display. Keep an eye on what Kia will do next.

LBB> What was the hardest challenge you faced on this project? How did you overcome it?

Tiffany> This was more complicated to pull off than it might seem. Times Square on New Year’s Eve is the absolute biggest stage in the world, on the most important night of the year, and we had to be tightly coordinated – not only on the day itself but for weeks leading up to the night. Our moves were scheduled down to the minute. All while giving the appearance to Hayle that this was a casual ball-drop viewing experience, and supporting Garrett as he prepared to ask the most important question of his life. But every hurdle we overcame was so worth it to make this amazing moment happen for them. 

LBB> Were you on location for the proposal? If so, what was that moment like? It must have been nerve-wracking! How did everyone react and feel in the moments beforehand?

Mike> Being on the ground for the proposal was one of the most special moments of any project I’ve worked on. Creating this once-in-a-lifetime moment for Garrett and Hayle with Kia was unforgettable. It was nerve-wracking – what if Hayle said no? – and the rain didn’t stop until 30 minutes before the big moment. Despite the anticipation and challenges, we stayed focused on making the experience truly special for this amazing couple.