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

And they're already closing deals on Jimmy Kimmel

Kia's spokeskids are not here for shenanigans. Jimmy Kimmel Live
Headshot of Alissa Fleck

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.

The duo appeared on Jimmy Kimmel Live Tuesday night, demonstrating the company’s “no-shenanigans” approach to business.

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.

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 CompanyEpoch 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

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.