Kia Breaks TV Spots

Davidandgoliath this week breaks three of its first seven TV spots for Kia.
The ads from the startup Los Angeles agency highlight not just value but the curb appeal and durability of the Korean car maker’s sporty new Spectra sedan and Sportage sport utility vehicle.
One 60-second spot shows a man playing with the knobs and buttons on a Spectra dashboard. It turns out he has snuck into the car, which is on a car carrier. He is scared away only when the truck’s driver flirts with him. In another spot, the same interloper climbs into a stranger’s Spectra at a drive-in movie. A woman momentarily mistakes him for the owner, then chases him away.
In a spot for the Sportage, misguided jealousy leads a woman to trash her boyfriend’s SUV. A voice suggests the car has seen worse in rally racing and will survive.
The ads keep the tag “It’s about time everyone had a well-made car.”
In using offbeat humor, the work follows the tack of previous ads from Goldberg Moser O’Neill. But the focus is on power and styling, which owners will be happy to show off, said agency principals David Angelo and Skip Sullivan.
“The last thing we wanted to do was another sheet metal ad,” said Angelo, the shop’s chief creative officer/managing partner.
The ads will air on network and spot TV and on targeted cable. Billboards with replaceable messages and print ads are also due to appear.
The shop landed the $50 million account last fall [Adweek, Nov. 22].