David&Goliath launched its new “Next Level” campaign for Kia with a new broadcast spot promoting the 2016 Kia Optima and starring Blake Griffin entitled “Newspaper.”
The spot, which makes its broadcast debut tomorrow, opens with a man, apparently lost, driving on top of clouds. “Excuse me, where am I?” he stops and asks Griffin, sitting back in a chair and reading the paper. “You’re in the zone,” Griffin informs him, adding that it was the “refined handling” of his new 2016 Kia Optima that brought him there. Griffin also let’s him know he’s “in the middle of a pretty intense game” before leaving to “go dunk over a couple of guys.” It’s a bit of a strange approach but different enough to leave an impact in a category that’s usually quite easy to ignore. Still, the spot somehow seems a lot longer than its runtime and the whole “in the zone” concept sometimes overshadows the product messaging.
“Newspaper” is the first of four 30-second broadcast spots, with the remaining three — “PB&J,” “Chess,” and “Weatherman” — set to roll out over the course of the NBA season, supported by banner ads and a social media component.
Credits:
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Creative Director: John O’Hea
Creative Director: Brandon Davis
Art Directors: Marc Wilson, Allen Yu
Copywriters: Ree Nguyen, Patrick Que
President: Brian Dunbar
Managing Director: Jeffery Moohr
Account Director: Mike O’Malley
Account Supervisor: Jennifer Engelman
Account Executive: Kylie Lemasters
Assistant Account Executive: Lauren Kelley
Account Coordinator: Jaime Gullas
Chief Digital Officer: Mike Geiger
Director of Digital Technology: Robert Boucher
Digital Account Director: Jeanann Grubbs
Digital Account Executive: Sarah Kirsch
Chief Strategic Officer: Seema Miller
Director of Strategic Planning: Andrew Lynch
Director of Broadcast Production: Paul Albanese
Executive Producer: Curt O’Brien
Sr. Broadcast Producer: Brandon Kusher
Director of Art Production: Andrea Mariash
Jr. Art Producer: Mia Campbell
Project Managers: Kemit Ray, Genie Lara
Director Business Affairs: Rodney Pizarro
Business Affairs Manager: Camara Price
Product Information Managers: Russ Wortman, Mark McNaul
Production Company: MJZ
Director: Craig Gillespie
President: David Zander
Executive Producer: Emma Wilcockson
Producer: Martha Davis
Editorial: Spinach Editorial
Managing Director: Adam Bright
Editors (Courtesy of Cut + Run) : Isaac Chen, Benjamin McCambridge, Brandon Porter
Producer: Jonathan Carpio
Visual Effects: Eight VFX
Executive Producer: Shira Boardman
Producer: Ian Dawson
VFX Supervisor: Jean-Marc Demmer
Agent: Hello Artists
Content Photographer/Videographer: Chris Hornbecker
Music/Sound Design: MassiveMusic
Executive Producer: Scott Cymbala
Head of Production: Jessica Entner
Creative Director: Tim Adams
Sr. Composer/Head of Business Development: Ben Einziger