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.*
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 Company: RSA
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
While most car companies use exotic backgrounds, slick camerawork and elaborate CGI to prove their car’s driving dynamics, Volkswagen Canada (VW) knows it doesn’t require all that to demonstrate the high-end performance of the All-New 2019 Jetta GLI. Instead, VW took the opposite approach. The automaker empowered the locals of a small Canadian city, including VW fans, skateboarders, and even a dog to capture the performance of the Jetta GLI as it flies through their streets, using their phone cameras, point-and-shoots, drones and GoPros to record footage for its latest advertising campaign.
“With full sport suspension and 228 horsepower, the GLI is the most powerful Jetta ever,” says Virginie Ludmer, marketing manager, Volkswagen Canada. “It’s such an exciting, eye-catching ride, we knew people would want to capture footage of the vehicle in action. So, instead of filming our own ad, we wanted to show off the Jetta GLI through the eyes of our fans.” The attention-grabbing, stunt-filled film, “Power to the People,” edits multiple shots from the same angles taken by nearly 100 people to tell the story of Nascar driver Maryeve Dufault returning to her hometown of Sorel-Tracy, Quebec, for an adrenaline-charged joyride in the Jetta GLI.
Developed in partnership by DDB Canada and performance driving and content crew Hoonigan, director Brian Scotto, famed director of the Ken Block’s Gymkhana series, armed locals with a how-to of optimal camera angles and techniques; but also, with the creative freedom to capture the unexpected and to experiment. The content was then woven together to tell a high-performance story of the car from the people’s perspective.
“VW has always been the people’s car, so it was only natural to enlist them to tell our story,” says Brent Choi, CEO and chief creative officer, DDB Canada. “That said, this isn’t your every day crowd-sourced film.”
Campaign creative includes a 90, 30 and 15-second versions of the film, in both English and French, which appear in cinemas and online. A YouTube masthead digital and social advertising, and in-cinema games round out the campaign. The five-week campaign launched on June 09, 2019 with Touche! responsible for media planning and buying.