Ariel Martin's sporty spot for KIA is a be-ute

Kia – Getting a UTE

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Agency Innocean Worldwide/Sydney
Production Company Scoundrel
Director Ariel Martin

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Credits

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Agency Innocean Worldwide/Sydney
Production Company Scoundrel
Director Ariel Martin
Post Production ARC EDIT
Music MassiveMusic/Sydney
CEO Jasmin Bedir
Executive Creative Director Wesley Hawes
Creative Director Effie Kacopieros

Art Director Lachlan Rotherham
Copywriter Georgie Parchert
Head of Production Renata Barbosa
Senior Producer Monique Pardavi
Executive Producer Adrian Shapiro
Producer Giordi Caputo
Production Designer Miles Pitt
DP Simon Ozolins

Editor (Social Content) Dave Anlezark
Editor Johanna Scott
Colorist Matt Fezz
Composer Lance Gurisik
Sound Designer Simon Kane
Executive Producer Katrina Aquilia

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We'll level with you - if your knowledge of Australian sporting heroes isn't up to scratch you might struggle to name the 20-or-so champs that fill this spot, but that doesn't stop its charm from shining through.

Cleverly eschewing the norm of actually showing the car, KIA's announcement of its new Ute, from Innocean and Scoundrel director Ariel Martin, instead focuses on its branding (which, again, isn't revealed), inviting the likes of Steve Waugh, Ash Barty, and Buddy Franklin to throw their names, literally, into the hat.

Innocean ECD Wez Hawes says: “It’s a bold strategy to create an automotive campaign that doesn’t feature the car - or even the name of the car (yet). Simply hyping the arrival of a new Kia ute made for Australia was enough. Getting Australia’s most iconic sporting legends competing for naming rights was also so rewarding creatively. It allowed us to immortalise their most iconic moments, but in a classic Aussie pub.

"From recreating the Aloisi spot kick with a pea, to Steve Waugh’s standoff against the West Indies, with The Volk. There really is something for everyone”.

“It’s not often I get to work on a campaign that draws on my bottomless pit of obscure Australian sporting knowledge," adds director Martin. "It was a fun set, with all of our sporting legends fully onboard to create the world of this mythical pub”.