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Creative

Real Valets Get Put to the Test in New Social Campaign for the Kia Cadenza

David&Goliath teams up with Decon's Jason Goldwatch to highlight 'The Luxury Experts'

Real Valets Get Put to the Test in New Social Campaign for the Kia Cadenza

Who drives more luxury cars than anyone? Your first guess might be a duke or an earl or a hip-hop mogul. Au contraire. It’s that hotel guy who parks their cars. Valets drive every fancy vehicle under the sun. So, Kia leveraged real valets’ expertise to prove that the Kia Cadenza is just as impressive, if not more so, than its costly competitors.

To bring this idea to life, Kia interviewed five valets, had them identify various luxury vehicles (Audi, Lexus, BMW) blindfolded, and then put them in a de-badged Cadenza for a valet-specific test drive. At the end, Kia turned the experiment into an ad as the valets unknowingly drove the mystery vehicle into a 3-D “end card” for the Kia Cadenza. The collective surprise and glowing reviews affirm the brand’s suspicions – the Kia Cadenza is an unexpected sedan that outclasses the competition. 

With the all-new Cadenza, Kia has developed a true large sedan that aims to demonstrate the evolution and trajectory of the brand, offering a level of refinement and interior space above that of its direct competitors and, in some cases, above indirect luxury competitors. The goal of the campaign is to demonstrate that the Cadenza is designed and engineered for bold drivers who refuse to buy into stereotypes – they possess the confidence to choose a sedan based on intrinsic value over badge value.

The campaign was created by David&Goliath and directed by Decon's Jason Goldwatch.






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Creative Agency

Creative Agency: David&Goliath, LA

Creative Director: James Cohen, Basil Cowieson

Executive Creative Director: Gustavo Sarkis

Chief Creative Officer: Bobby Pearce, Colin Jeffery

Head of TV / Production: Brian Turner

Managing Director: Jeff Moohr

Business Affairs: Rodney Pizarro

President: Brian Dunbar

Social: Natalie Gomez

Account Executive: Rebecca Hanson

Project Manager: Kemit Ray, Genie Lara

Business Manager: Camara Price

Chairman: David Angelo

Senior Art Director: Steven Lau

Associate Creative Director: Courtney Pulver, Robert Casillas

Account Supervisor: Sarah Kirsch

Planning Director: Andrew Lynch, Ed Gibson

Director of Digital Production: Peter Bassett

Junior Copywriter: Christopher Santaiti

Junior Art Director: Tracey Chan

Digital Producer: Justine Kleeman

Account Director: Marco Koenig

Production Company

Production Company: Decon

Executive Producer: Misha Louy

Director: Jason Goldwatch

DOP: Eric Koretz

Line Producer: Caleb Omens

Offline

Edit Company: Rock Paper Scissors

Editor: Neil Meiklejohn

Edit Assistant: Martin Hsieh

Producer: Janae Abraham/ Chris Noviello

Post Production / VFX

Post Production Company: Baked Studios

Flame Artists: Culley Bunker, Tony Graf

Colourist: Crash @ Lustre

VFX Supervisor: George A. Loucas

Executive Producer: Chad Feeback

Colour Producer: Chad Feeback

Music

Mix: Margarita Mix

Sound Design: Nathan Dubin

Category: Automotive , Cars

Genre: People , Stunts