D&G found two words that speak about what Kia stands for. Those words are drive and change and when stuck together, stand for exactly what the company is doing.
David & Goliath, Toronto’s ECD Israel Diaz states, “Naturally, if ‘Drive Change’ is what we are preaching, our approach to how we advertised Kia vehicles had to change as well. This thinking took us down a different road and, when we thought about the changes Kia is making to their vehicles, it made sense to use them as ‘vehicles of change.’ Our aim is to always bring the new positioning to life of “Drive Change” (in a tangible and real way) to consumers.”
It’s a nice idea and “drive change” is a strong thought that is played out well in the spot above. Is it better than their super bowl “how you like me now” spots? Probably not. Those stuffed animals caught quite the attention and that song became recognizable to the masses. Though, it’s nice to see clients mix things up and not stick on to any idea until it’s done to death. You can view a few more of these campaign spots after the jump.