Kia's New Campaign Skips the Hard Sell and Centers on 2 Precocious Spokeskids

Kia has released a new ad campaign ahead of the summer sales season that eschews traditional advertising hoopla and gimmicks in favor of two straight-talking kids. The message is simple: Kia has the best value, and it's such a no-brainer, two kids can tell you that. "This campaign is about challenging the conventions of retail car advertising and portraying value through the eyes of two very wise kids as spokespeople," said David Angelo, founder & chairman of David&Goliath, which created the campaign. "The kids are more pragmatic, and represent the youthful, challenger spirit of Kia and new kind of consumer. One that is not easily swayed by gimmicks and tricks of the trade. Because when you have a great product, you don’t need all the hoopla to sell it. Value is all you need." In the spots, the girl has more practiced, refined sales tactics, while her brother uses humor and has more of a cheap, showmanlike style. [kickout id="2"] The duo appeared on Jimmy Kimmel Live Tuesday night, demonstrating the company's "no-shenanigans" approach to business. [kickout id="1"] The campaign includes seven spots for the general and Hispanic markets, according to a spokesperson. It also will include digital, social, point-of-sale, in-cinema and outdoor and incorporate Kia's top-selling vehicles. CREDITS Agency: David&Goliath, LA Founder & Chairman: David Angelo President: Yumi Prentice Chief Creative Officer: Bobby Pearce Executive Creative Director: Gustavo Sarkis Creative Director: Courtney Pulver Creative Director: Robert Casillas Director of Broadcast Production: Paul Albanese Executive Broadcast Producer: Christopher Coleman Senior Art Producer: Andrea Rosenfeld Senior Art Producer: Cara Nieto Planning Director: Andrew Lynch Associate Director of Project Management: Genie Lara Senior Project Manager: Donna Alexander Managing Director: Jeffery Moohr Account Director: Josh Van Steenbergen Management Supervisor: Candace Logan Account Supervisor: Sam Yoon Assistant Account Executive: Lindsey McVey Product Information Manager: Mark McNaul Product Information Manager: Russ Wortman Director, Business Affairs: Rodney Pizarro Senior Business Affairs Manager: Natasha Royzina Business Affairs Manager: Travis Kohler Creative Director: Robert Prins Creative Director: Erik Moe Copywriter: Nick Micale Jr. Art Director/Designer: Katherine Mayhew Digital Designer: Meagan Steinkamp Creative Intern: Peter Watson Director of Digital Production: Peter Bassett Sr. Digital Producer: Justine Kleeman Sr. Print Producer: Elisa Atwood Digital Account Director: Marco Koenig Digital Account Supervisor: Rebecca Hanson Digital Analytics Manager: Shaun Jacobs Production Company: Epoch Films Director: Phil Morrison Director of Photography: Toby Irwin Executive Producer: Melissa Culligan Head of Production: Megan Murphree Producer: Eric Sedorovitz Editorial Company: Spinach Editor: Adam Bright Editor: Heidi Black (courtesy of Whitehouse Post) Assistant Editor: Gabriel Cullen Assistant Editor: Taylor Schwartz Assistant Editor: Eddie Mikasa Executive Producer: Jonathan Carpio Producer: Patricia Gushikuma VFX Company: JAMM VFX Supervisor/Lead Flame: Mark Holden Executive Producer: Asher Edwards Production Coordinator: Justine Pregler Music Company: Barking Owl Creative Director: Kelly Bayett Mix: Juice Studios Sound Engineer: Scott Burns Executive Producer: Dawn Redmann Producer: Vanessa Carey