Rafael Nadal Embodies Movement That Inspires for Kia

Minute Media and Innocean Worldwide were behind a genre defying spot for automotive maker KIA, co-sponsored by the Australian Open. Starring tennis great Rafael Nadal, a 22-time Grand Slam winner, we see the athlete as the embodiment of KIA’s 'Movement that inspires' mantra.

A moving tribute to tennis by one of it’s icons, the spot forgoes 30 seconds of sheet metal and focuses on the highs and lows of Rafael’s career, starting with his first Open back in 2004. As Tom Bird, senior creative director at Minute explains, “"The goal was to create a heart warming narrative that showcases how sport, in particular tennis, can be a vehicle that empowers and inspires everyday people.

There was no shortage of directors pining to helm the script. It’s an elevated concept, staring a sport’s legend, for an internationally recognised brand. Because of his emotionally compelling performances, prior work with Volvo and Range Rover, and his feel for storytelling, relative newcomer Chris Fowles was awarded the project. (Chris is repped state-side by CoMPANY Films.) Minute Media’s Sr CD opined, “Chris brought this vision to life with an unparalleled level of emotion and authenticity."

“As a huge tennis fan, it’s been a privilege to create a piece of work with a star like Rafael Nadal that’s more than just a sales pitch. Kia wanted to do something a bit different; to have Rafael say thank you to the game itself - despite his occasional struggles,” Chris noted.

“The concept had so much inherent emotion, it was important to capture that. And it helped Rafael was so generous and open; allowing us to push that emotional element. All of us behind the lens were so grateful and his honesty should be an inspiration to tennis fans everywhere.”