David&Goliath Turn to ‘The Luxury Experts’ to Promote the Kia Cadenza

By Erik Oster 

David&Goliath launched a new campaign promoting the Kia Cadenza, featuring “The Luxury Experts.”

The title refers to Los Angeles valets, who have plenty of experience handling all kinds of luxury vehicles. In the supposedly unscripted spot, the valets are asked to identify a series of luxury cars blindfolded, eventually making their way to an unmarked Kia Cadenza. While none of the valets can identify it, they are impressed and ask to give it a spin, leading to the big reveal and apparent surprise on the part of the valets.

“Valets are well-trodden as far as advertising goes, especially in the luxury space, but we found a nice little insight,” D&G creative director Basil Cowieson told Adweek. “They probably drive more luxury cars than Kanye. The thought felt original, and we loved that there was a nice parallel. Valets are not typically considered luxury experts, and Kia is not typically considered a luxury brand. Yet, both have experience with luxury.”

The full-length version (above) which clocks in at around four minutes, will run online, including on Facebook and YouTube, along with a two-minute edit and a pair of shorter spots focusing on the luxury vehicle’s “Class-Leading Interior Space” and “Autonomous Emergency Breaking.”

Client: Kia
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Chief Creative Officer: Colin Jeffery
Executive Creative Director: Gustavo Sarkis
Creative Director: James Cohen
Creative Director: Basil Cowieson
Associate Creative Director: Courtney Pulver
Associate Creative Director: Robert Casillas
Jr. Copywriter: Christopher Santaiti
Jr. Art Director: Tracey Chan
Sr. Interactive Art Director: Steven Lau


Director of Digital Production: Peter Bassett
Sr. Digital Producer: Justine Kleeman
Associate Director of Project Management: Kemit Ray
Sr. Project Manager: Genie Lara

Planning Director: Andrew Lynch
Associate Planning Director: Ed Gibson
Sr. Social Media Strategist: Natalie Gomez
Digital Analytics Manager: Shaun Jacobs

President: Brian Dunbar
Managing Director: Jeff Moohr
Digital Account Director: Marco Koenig
Account Supervisor: Sarah Kirsch
Account Executive: Rebecca Hanson

Production Information Manager: Mark McNaul
Executive Director of Business and Legal Affairs: Rodney Pizarro
Sr. Business Affairs Manager: Camara Price

Production Company: Decon
Director: Jason Goldwatch
Director of Photography: Eric Koretz
Executive Producer: Misha Louy
Line Producer: Caleb Omens
Head of Production: Brian Turner

Editorial House: Rock Paper Scissors
Editor: Neil Meiklejohn
Assistant Editor: Martin Hsieh
Producer: Janae Abraham/ Chris Noviello

Color: Lustre
Colorist: Crash
Color Producer: Chad Feeback

Visual Effects: Baked Studios
VFX Supervisor: George A. Loucas
Flame Artist: Culley Bunker
Flame Artist: Tony Graf
Editor: Josh Hamester
VFX Executive Producer: Chad Feeback

Mix Facility: Margarita Mix
Sound Designer/Mixer: Nathan Dubin