David&Goliath, Kia Tackle the Participation Trophy

By Erik Oster 

David&Goliath launched a new campaign for Kia, billing the Sorrento as “Built for Football Families” in a pair of broadcast spots.

The ads tell stories of highly competitive football families for whom not just any SUV will do. In “Participation” a father is annoyed to find that his son receives a participation trophy, like everyone else, despite the fact that his team won every game. So he decides to make a little alteration to rectify the perceived wrong. In another spot, “Great Game,” a mother is outwardly supportive of her son, while her inner monologue reveals that he’s not much of a football player. The mother character in particular comes across as a bit of a jerk, but it’s easy to see how the ads could appeal to the hyper-competitive types David&Goliath and Kia seem to be targeting. “Built for Football Families” supports Kia’s sponsorship of Sunday Night Football on NBC and a third spot will be released for the effort in the near future. 


Client: Kia

Agency: David&Goliath
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Creative Director: Rick Utzinger
Senior Art Director: Sheldon Melvin
Senior Copywriter: Matt Kappler
Art Director: Shaun Wright
Copywriter: Joe Shaner
Director of Broadcast Production: Paul Albanese
Senior Broadcast Producer: Katie Lambrecht


President: Brian Dunbar
Managing Director: Jeff Moohr
Account Director: Gordon Gray
Account Executive: Annelise Lorenzo

Managing Partner, Chief Strategy Officer: Seema Miller
Senior Planner: Ed Gibson

Director, Business Affairs: Rodney Pizarro
Business Affairs Associate Manager: Ann Shelton

Project Manager: Kemit Ray
Product Information Manager: Russ Wortman
Product Information Manager: Mark McNaul

Production Company: Moxie Pictures
Director: Frank Todaro
Director of Photography: Eric Schmidt
Executive Producer: Karol Zeno
Producer: Laura Heflin

Editorial Company: Spinach Editorial
Editors: Will Hassel & Sean LaGrange (Courtesy of ARCADE Editorial)
Assistant Editors: Glen Montgomery for Will. Eddie Mikasa for Sean.
Managing Director: Adam Bright
Producer: Jonathan Carpio
Online & Cleanup: Timber
Executive Producer: Chris Webb
Producer: Tita Poe
CD Leads / Partners: Kevin Lau & Jonah Hall
Flame Artists: Brian Shneider, Mark Youngren
Flame Assist: Jason Giamara
Managing Director / Partner: Damian Stevens

Color: Company3
Colorist: Stefan Sonnenfeld
Colorist EP: Rhubie Jovanov

Original Music & Sound Design: Beacon Street

Mix: Juice West
Sound Engineer: Bob Gremore
Executive Producer: Natalie Pranevsky