David & Goliath features overhyped golfer Michelle Wie in its latest spot for the Kia Soul. Challenger spirit, superior performance and terrific style are the marks Kia is trying to hit by bringing on Wie. Like Kia to the automotive category, Michelle brings a refreshing, yet still unfulfilled perspective to the world of golf. Stick them both together and you’ve got yourself a contemporary idea. It makes sense doesn’t it? The music, Kid Sister’s, “Pro Nails,” helps reinforce that idea.
To pull off the TV effort, D&G enlisted, oddly enough, director Mark Romanek (One Hour Photo, Never Let Me Go) and Spotwelders editor Michael Heldman.
More: “Kia, D&G Attempt to Drive Change“