All-new 2023 Kia Sportage SUV sets out to Make More Good
Campaign shines a light on the conservation and rehabilitation of endangered sea turtles and beach pollution.
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Created by David&Goliath and produced by MJZ, Kia America has launched a multi-channel marketing campaign for the all-new 2023 Kia Sportage subcompact SUV, the fifth generation of Kia’s longest-running nameplate that delivers more of everything for today’s savvy, adventurous and eco-conscious consumers.
The effort includes broadcast, print, out-of-home and digital components as well as a partnership with Sea Turtle, Inc., a non-profit organisation based in South Padre Island, Texas, which is dedicated to the conservation and rehabilitation of the endangered sea turtle population.
The centrepiece of the campaign, a :30-second broadcast spot entitled Beachcomber, finds a Sportage X-Pro driver retrieving a drag rake from the SUV’s spacious cargo area before connecting it to the vehicle’s tow hitch and making multiple passes along the sand collecting trash, plastic bottles, and other refuse. As the driver looks out at the crashing waves, scores of sea turtles emerge from the surf and begin making their way up the beach to nest in the sand. A voiceover intones, "Make more good, In the all-new Sportage X-Pro.”
Credits
View on- Agency David & Goliath/El Segundo
- Production Company MJZ/USA
- Director Nicolai Fuglsig
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Credits
View on- Agency David & Goliath/El Segundo
- Production Company MJZ/USA
- Director Nicolai Fuglsig
- Chief Creative Officer Ben Purcell
- Creative Chairman David Angelo
- Creative Director/Art Director Rick Standley
- Creative Director/Copywriter Tiffany Smith
- Executive Art Producer Cara Nieto
- Executive Creative Director/Art Director Frauke Tiemann
- Executive Creative Director/Copywriter Mark Koelfgen
- Group Creative Director/Photography John O'Hea
- Group Executive Producer Christopher Coleman
- Managing Director Lisa Tanner
- Managing Director of Broadcast Production Paul Albanese
- Managing Director/Integrated Production Peter Bassett
- Senior Print Producer Elisa Atwood
- Senior Producer Danielle Watchman
- Executive Producer Emma Wilcockson
- Editing Spinach Editorial (In-House at David & Goliath/Los Angeles)
- Executive Producer Jonathan Carpio
- Producer Patricia Gushikuma
- Editor Adam Bright
- Color The Mill/Los Angeles
- Colorist Mark Gethin
- Executive Color Producer Meghan Lang
- Post Production Method Studios/Los Angeles
- Executive Creative Director/VFX Benjamin Walsh
- Post Production Company 3/Los Angeles
- Music/Sound Design/Composer Barking Owl
- Creative Director Kelly Bayett
- Producer KC Dossett
- Audio Post Margarita Mix
- Mixer/Engineer Nathan Dubin
- Executive Producer Whitney Morris
- DP Lol Crawley
- Editor Juan Pablo Digenio
- Assistant Editor Marshall Thompson
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Credits
powered by- Agency David & Goliath/El Segundo
- Production Company MJZ/USA
- Director Nicolai Fuglsig
- Chief Creative Officer Ben Purcell
- Creative Chairman David Angelo
- Creative Director/Art Director Rick Standley
- Creative Director/Copywriter Tiffany Smith
- Executive Art Producer Cara Nieto
- Executive Creative Director/Art Director Frauke Tiemann
- Executive Creative Director/Copywriter Mark Koelfgen
- Group Creative Director/Photography John O'Hea
- Group Executive Producer Christopher Coleman
- Managing Director Lisa Tanner
- Managing Director of Broadcast Production Paul Albanese
- Managing Director/Integrated Production Peter Bassett
- Senior Print Producer Elisa Atwood
- Senior Producer Danielle Watchman
- Executive Producer Emma Wilcockson
- Editing Spinach Editorial (In-House at David & Goliath/Los Angeles)
- Executive Producer Jonathan Carpio
- Producer Patricia Gushikuma
- Editor Adam Bright
- Color The Mill/Los Angeles
- Colorist Mark Gethin
- Executive Color Producer Meghan Lang
- Post Production Method Studios/Los Angeles
- Executive Creative Director/VFX Benjamin Walsh
- Post Production Company 3/Los Angeles
- Music/Sound Design/Composer Barking Owl
- Creative Director Kelly Bayett
- Producer KC Dossett
- Audio Post Margarita Mix
- Mixer/Engineer Nathan Dubin
- Executive Producer Whitney Morris
- DP Lol Crawley
- Editor Juan Pablo Digenio
- Assistant Editor Marshall Thompson
“The inspiring message is clear, to live in the world we want to, we all must be a part of making it a better place, and with hybrid and plug-in hybrid capabilities added to the all-new Kia Sportage lineup, we all can make a whole lot of good. With more, you can do more, and turn ambition into action,” said Russell Wager, vice president, marketing, Kia America.
“Kia’s partnership with Sea Turtle, Inc. is the latest under Kia’s Accelerate The Good charitable initiative and encourages those inclined to make ‘more good’ in the world. We are proud to partner with Sea Turtle, Inc. as they strive to save these majestic creatures, and hope this campaign inspires others to become involved in this important work.”
“We are grateful for Kia’s interest in Sea Turtle, Inc., and the importance of rehabilitating the endangered sea turtle population,” said Wendy Knight, chief executive officer, Sea Turtle, Inc. “Last year Sea Turtle, Inc., rescued more than 5,600 sea turtles. Kia's donation allows us to continue our mission and the awareness this partnership brings to the issue will endure for years to come.”
Significantly larger, more capable, and powerful, and targeted to be more fuel efficient, the fifth-generation model debuts a number of Sportage firsts including an available dual panoramic curved digital display. Most Sportage trims will now be assembled in the U.S., alongside the award-winning Telluride, Sorento, and K5 at Kia’s manufacturing plant in West Point, Georgia.
