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LOS ANGELES Independent davidandgoliath is using a National Basketball Association sponsorship to create a sense of community for Kia Motors America, according to the agency.
“Rather than taking the expected advertising approach of integrating cares into a cliched basketball environment,” said Colin Jeffery, ecd at the El Segundo, Calif., agency, “we decided to show that we are also fans of the game and understand the mind-set of those who live and love basketball.”
A 30-second spot (“Buzzer”) shows people of different ages and socioeconomic circumstances (on constructions sites, in offices, in restaurant kitchens, shopping) toss something toward a receptacle and pretend they’re hitting a game-winning shot.
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