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Kia Teams with Red Bull and Pro Driver Collete Davis for 2019 Forte Campaign


Stung with styling cues from the award-winning Stinger, the all-new 2019 Kia Forte is now arriving in showrooms and Kia Motors America is pulling out all the stops to introduce the world to its most sophisticated compact car ever. Professional race car driver, Collete Davis, stars in a high-flying marketing campaign showing off the Forte’s sporty design, advanced technology and Stinger-inspired driving dynamics in a way the compact class has never seen before.
The campaign includes three, 30-second spots: “Forte vs. Forte”, “Chicken” and “Smoke Machine”. The first spot – “Forte vs. Forte” – features a Forte drift car alongside the production model Forte driven by Davis, one of the most promising and dynamic drivers on the racing circuit today. As Collete speeds down the track she calmly points out the standard 8-inch touchscreen as she takes the production model Forte airborne and sails high above and over the drift car Forte. The spot ends when Davis nails the landing as the announcer says matter-of-factly, “It Doesn’t Have to Make Sense.”

“Kia continues to shock the industry and break the rules and the all-new 2019 Forte is no exception,” said Saad Chehab, vice president of marketing communications, Kia Motors America. “This adrenaline-filled campaign featuring a baby Stinger in a Red Bull suit screams ‘look at me’ even though some may question the idea of a Forte in racing livery, we are delivering an entirely new take on what many people see as simply a daily commuter car. And then again, some are still surprised to learn that Kia has been J.D. Power’s highest ranked non-luxury brand in initial quality for the past four years, but to us and our loyal consumers all of it makes complete sense.”
Kia and Red Bull collaborated on the Forte drift car and are developing a three-part YouTube series hosted by Davis and featuring the Red Bull Driftbrothers, Joe and Elias Hountondji. The series documents the vehicle build from start to finish, including on-track testing. “Kia is fueled by youth and working with Red Bull is a mirror reflection of our youthful attitude and together we are going to showcase the new Forte in never-before-seen ways that are sure to capture attention,” continued Chehab.
Featuring a more sophisticated design and desirable features the 2019 Forte has transformed from a basic commuter into one of Kia’s best-selling vehicles. Thanks to a number of improvements Forte now offers drivers a higher level of comfort and Kia Drive Wise technologies that are aimed at making the journey – whether a short commute or long haul – a more rewarding and decidedly upscale experience. Sporting an overall bolder appearance, the newly designed compact sedan also boasts improved EPA-estimated combined MPG ratings.
There’s also a long-form video – which was shot in one take and captured by seven strategically placed cameras – chronicling Davis’ jump from both in- and outside the Forte.
“As a professional race car driver, I love to drive all types of models and this spot, with the juxtaposition between daily driving and performance was just too fun to pass up,” said Davis. “When you have a passion for driving, even the most mundane errands, the longest commutes or the biggest traffic jams become easier and the all-new 2019 Forte is the vehicle that makes all the difference in those situations.”
About Kia Motors America
Headquartered in Irvine, California, Kia Motors America continues to top quality surveys and is recognized as one of the 100 Best Global Brands and 50 Best Global Green Brands by Interbrand.   Kia serves as the "Official Automotive Partner" of the NBA and LPGA and offers a complete range of vehicles sold through a network of nearly 800 dealers in the U.S., including cars and SUVs proudly built in West Point, Georgia.*


CREDITS
Agency:  David&Goliath, LA
Founder & Chairman: David Angelo
President: Yumi Prentice
Chief Creative Officer: Bobby Pearce
Executive Creative Director: Mark Koelfgen
Group Creative Director: Basil Cowieson
Group Creative Director:  James Cohen
Associate Creative Director: Chris Mead
Sr. Art Director: Kristopher Wong
Associate Creative Director: Danny O’Connor
Sr. Copywriter:  Chase Doutre
Director of Broadcast Production: Paul Albanese
Sr. Broadcast Producer:  Dustin Oliver
Jr. Broadcast Producer: Natalia Celis
Director of Digital Production: Peter Bassett
Executive Producer, Digital: Justine Kleeman
Digital Producer: Genevieve Shah
Executive Art Producer: Cara Nieto
Sr. Art Producer: Patricia Castañeda
Chief Strategy Officer: Wells Davis
Strategy Director: Ed Gibson
Associate Director of Project Management: Genie Lara
Senior Project Manager: Paul Stephens
Jr. Project Manager: Amanda Bercovitch

Managing Director: Jeff Moohr
Account Director: Aleks Rzeznik
Account Supervisor: Annelise Lorenzo
Account Executive: Nicole Pressman
Assistant Account Executive: Gabriella Mourad
Product Information Manager: Russ Wortman
Product Information Manager: Mark McNaul
Director, Business Affairs: Rodney Pizarro
Senior Business Affairs Manager: Natasha Royzina

Production CompanyRSA
Director: Jake Scott
Director of Photography: Joost Van Gelder­
Production Designer: Jason Hamilton
1st AD: Howell Caldwell
Head of Production: Elicia Laport
Executive Producer: Tracie Norfleet
Producer: Julie Sawyer
Production Supervisor: Brian Wacek
Asst. Producer Supervisor: Keri Carter

Editorial Company: Spinach LLC
Editor: Rick Lawley
Assistant Editor: Sam Perkins
Editor: Charlie Harvey
Assistant Editor: Taylor Schwartz
Executive Producer: Jonathan Carpio
Producer: Patricia Gushikuma
Associate Producer: David Cooke

VFX Company: The Mill
Creative Director/VFX Supervisor: John Leonti
2D Lead: Daniel Thuresson
2D Artists: Daniel Lang, Scott Hale, YoungJoon Mok
3D Lead: Michael Comley 
3D Artist: Ran Wang
Executive Producer: Pete King
Producer: Andrew Gilson
Production Coordinator: Michael Novo
Executive Producer (Telecine): Linda Jackson
Producer (Telecine): Liza Kerlin
Colorist: Adam Scott

Music/Sound Design Company: Barking Owl
Creative Director: Kelly Bayett 
Sound Designer: Morgan Johnson
Music: Barking Owl 
Executive Producer: Kelly Bayett
Producer: Ashley Benton

Mix: Barking Owl
Sound Engineer: AJ Murillo
Creative Director: Kelly Bayett
Executive Producer: Ashley Benton

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“The Great Unknowns” are Revealed in Kia Motors’ Super Bowl Ad Created by David&Goliath



“We are not famous,” a young boy states in the opening frame of Kia Motors’ 2019 Super Bowl commercial. “There are no stars in a sidewalk for us. No statues in our honor. We’re just a small Georgia town of complete unknowns.”

For Kia’s 10th consecutive appearance in the Big Game, the auto brand known for its challenger spirit took an unconventional approach. This year, Kia didn’t use a celebrity for its Super Bowl spot. This year, Kia began a movement to honor The Great Unknowns: The hard-working people of America. Starting with the proud workers of Kia’s West Point, Georgia plant who build the new 2020 Telluride SUV.

The Big Game Ad: “Give It Everything”
In the touching 90-second spot – created by David&Goliath and directed by acclaimed Serial Pictures’ director John Hillcoat – West Point is depicted in a series of shots showing its rural, small-town feel. “Because we are not known for who we are,” the boy continues, “we hope to be known for what we do. What we build.”

The viewer then sees the first glimpse of what it is they build: Kia’s new flagship model, the Telluride SUV. The voiceover continues, “No, we are not famous. But we are incredible. And we make incredible things.”

The spot, which aired during the third quarter, ends with the super: “Here’s to the Great Unknowns. Give It Everything.”

New Brand Positioning: Give It Everything
The campaign not only launches Kia’s new SUV, but it also introduces an evolution of the brand’s positioning and expression that brings its challenger brand truth to the forefront: “Give It Everything.” This new positioning highlights Kia’s unstoppable spirit to try harder, work smarter, build better and sweat every detail. “Give It Everything” will launch with the Telluride campaign and be part of all Kia campaigns moving forward.

“Rather than just launch a Super Bowl spot, we wanted to create a movement. One that recognizes the challenger spirit in all of us,” said David Angelo, founder & chairman of D&G. “‘Give It Everything’ is Kia’s authentic truth that comes from its history of being a challenger. The hard-working people of West Point fully embody this spirit. So we thought, what better way to honor these great unknowns than to give them the spotlight on America’s biggest television event of the year. Starting now, “Give It Everything” is Kia’s new company ethos and will fuel everything it does. From inside its four walls, to the dealership experience, to supporting education for America’s youth. Because when you give it everything, there are no limits to what you can achieve.”

In the spirit of Give It Everything, the campaign also unveils “Just a Small Georgia Town,” a new short form documentary that uncovers the story of West Point, GA. A small town that rose from the ashes of a collapsed textile industry, relying on only its courage to see it through to the other side, before finally finding new life when Kia opened its new plant there nearly 10 years ago.

The Great Unknowns Scholarship
But it doesn’t stop there. The money that is saved by not paying a celebrity will be used to create The Great Unknowns Scholarship, to assist eligible students who plan to continue their education in college or vocational school programs. The goal is to discover and reward young Americans who embody the spirit of “Give It Everything,” and help them pursue their academic dreams.

Angelo added: “The Great Unknowns Scholarship is just one piece of the overall movement that comes to life on multiple platforms. It’s not about one thing, but rather a drum roll for the brand ready to solidify its truth on the world stage.”

Other elements of the integrated campaign include print, digital, social and outdoor. Post-Super Bowl, a sustain phase will follow with :60 and :30 cut-downs of “Give It Everything” along with spots highlighting the product features of the Telluride, including a Presidents’ Day spot. The digital rollout includes static and HTML5 banners across Lifestyle and Shopping websites and four feature-focused videos that will run in pre-roll.

CREDITS

David Angelo Founder & Chairman
Yumi Prentice President
Bobby Pearce Chief Creative Officer
Mark Koelfgen Executive Creative Director/Copywriter
Marc Schwarzberg Executive Creative Director/Head of Art
Frauke Tiemann Group Creative Director/Art Director
John O'Hea Group Creative Director/Art Director
Steve Clarke Group Creative Director/Copywriter
Basil Cowieson Group Creative Director/Art Director
James Cohen Group Creative Director/Copywriter
Stephanie Kohnen Creative Director/Art Director
Mark Monteiro Copywriter
Paul Albanese Managing Director, Broadcast Production
Curt O'Brien Executive Producer
Natalia Celis Junior Producer
Cara Nieto Executive Art Producer
Natasha Royzina Senior Business Affairs Manager
Renee Welch Head of Strategy
Ashleigh Edwards Strategy Director
Jeff Cannata Communications Planning Director
Natalie Gomez Senior Social Media Strategist
Genie Lara Associate Director of Project Management
Paul Stephens Senior Project Manager
Amanda Bercovitch Junior Project Manager
Nina Pena Senior Creative Resource Manager
Jeff Moohr Managing Director
Jay Mattingly Account Director
Kylie Lemasters Account Supervisor
Nicole Pressman Account Executive
Salim Collins Account Coordinator
Russ Wortman Automotive Specialist/Kia Product Information Manager
Peter Bassett Managing Director, Integrated Production & Technology Services
Justine Kleeman Executive Digital Producer
Chris Mead Associate Creative Director/Copywriter
Kris Wong Senior Art Director
Guilherme Grossi Senior Copywriter
Gabriel Nogueira da Gama Senior Art Director
Peter Watson Junior Art Director
Caleb Nyberg Copywriter
Tucker Stosic Junior Art Director
Matthew Dickman Creative Director/Copywriter
Sarah Masket Management Supervisor, Digital
Gabriella Mourad Assistant Account Executive, Digital

Production Company: Serial Pictures
John Hillcoat Director
Philippe Le Sourd - DP
Violaine Etienne Founding Partner/Executive Producer
Jennifer Gee Head of Production
Tracy Broaddus Producer

Editorial Company: EXILE
Carol Lynn Weaver Executive Producer
Jennifer Locke Head of Production
Brittany Carson Producer
Kirk Baxter Editor
Conor O’Neill Editor
Brett Holman Asst Editor
Rex Lowry Asst Edtior

Editorial Company: Spinach
Adam Bright Managing Director, Editor
Federico Brusilovsky Editor (Courtesy of Lost Planet)
Jason Dopko Editor (Courtesy of Lost Planet)
Rachel Simmer Assistant Editor (Courtesy of Lost Planet)
Lee Bacak Jr. Assistant Editor
Jonathan Carpio Executive Producer
David Cooke Associate Producer

Post: A52
Urs Furrer Visual Effects Supervisor
Patrick Nugent Sr. Executive Producer
Stacy Kessler Producer

Licensed Music:
“Back to the Ocean” by Dan Romer

Sound Design Company: Barking Owl
Kelly Bayett Creative Director/Partner
Ashley Benton Producer
Eric Potter Car Recordist
Morgan Johnson Sound Designer

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