Agency: David&Goliath
Founder & Chairman: David Angelo
President: Yumi Prentice
Chief Creative Officer: Bobby Pearce
Chief Strategic Officer: Wells Davis
Co-Pilot/Creative Director: Mark Monteiro
Executive Creative Director: Gustavo Sarkis
Group Creative Director: John Davis
Creative Director: Basil Cowieson
Creative Director: James Cohen
Managing Director: Jeff Moohr
Account Director: Jay Mattingly
Account Supervisor: Kylie Lemasters
Assistant Account Executive: Jaime Gullas
Director of Strategic Planning: Andrew Lynch
Associate Planning Director: Ed Gibson
Director of Broadcast Production: Paul Albanese
Broadcast Producer: Marisa Bursteen
Associate Director of Project Management: Genie Lara
Senior Project Manager: Amy Chiang
Executive Director, Business & Legal Affairs: Rodney Pizarro
Talent Manager: Jason DelosSantos
Product Information Manager: Russ Wortman
Production Company: Smuggler
Director: Mark Molloy
Co-Founder: Patrick Milling Smith
Co-Founder: Brian Carmody
Executive Producer: Shannon Jones
Chief Operating Officer: Andrew Colón
Line Producer: Karen O’Brien
Director of Photography: Eric Treml
Editorial: Spinach Editorial
Editors: Leo Scott (Courtesy of Cartel)
Assistant Editor: Vanessa Yuille
Executive Producer: Jonathan Carpio
Producer: Cristy Torres
Visual Effects: JAMM
Executive Producer: Asher Edwards
Producer: Ashley Greyson
VFX Supervisor/Lead Compositor: Jake Montgomery
Flame Artist: Toby Brockhurst
Flame Artist: David Hernandez
Lead CG FX: Zachary DiMaria
Music/Sound Design: Human
Executive Producer: Jonathan Sanford
Creative Director: Craig DeLeon
Composer: Matthew O’Malley
David&Goliath Creates “Out of Nowhere” Campaign for Kia to Show How Far the Brand Has Come
For two consecutive years, the Kia brand has been ranked number one in initial quality by J.D. Power, a feat not accomplished by a mainstream brand in nearly 30 years, besting not only its direct competitors but even the luxury brands believed to offer the pinnacle of quality.
To champion the accolade and the challenger spirit of the brand, David&Goliath created tandem “Out of Nowhere” commercials (for the Sorento and Cadenza) to serve as timely metaphors. In each, a Kia surpasses an “expected” car in the industry to become the true leader. Both Sorento and Cadenza also took top quality J.D. Power awards in their respective categories (Sorento for Midsize SVU and Cadenza for Large car).
The first :60 spot of the pair, for the Sorento, begins seemingly as a Lexus commercial, with a man confidently driving an RX 350 down a desert highway. But it soon becomes clear that there is something in the distance, a mysterious presence on an entirely different trajectory, speeding across the rugged landscape. It’s a Sorento. Just as the two SUVs seem to be headed for one another, the Kia Sorento crosses the desert road in front of the Lexus, leaving the competitor in a cloud of dust. The Lexus driver slows down, his confidence shaken, as the Sorento speeds off toward the horizon.
As the campaign suggests, seemingly out of nowhere, Kia has proven to be superior by foregoing the traditional road to success. An example of why the automaker has been deemed the highest ranked brand in initial quality, two years in a row.
Kia’s time in the U.S. may be short by comparison to the competition, but the strides they’ve made in that time have been nothing short of astonishing. The goal of this campaign is to generate awareness of how far Kia has come and how well-built its products are engineered, while also teasing the imminent arrival of the Kia Stinger.
The campaign will feature :30 versions of each spot on national network/cable media in addition to NBA and NFL media, and will be supplemented with digital and social media components.