Kia's hybrids move to a new beat
Hybrids That Move to a New Beat, created by David&Goliath, showcases the wide range of Kia’s powerful hybrid SUV and utility models.
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Kia America has launched a new creative campaign highlighting the power and efficiency of the brand’s wide range of hybrid SUVs and utility vehicles.
Offering the second largest lineup of hybrid vehicles in the industry, including models like the flagship, 3-row 2027 Telluride, to Sportage, Kia’s longest running nameplate, to the versatile Carnival MPV, Kia has a hybrid model for drivers in every stage of life.
Created in partnership with longtime agency David&Goliath, the 30-second spot, entitled Hybrids That Move to a New Beat is set to OPR by the Grammy-winning, French DJ, songwriter, and record producer, Gesaffelstein. First on the screen is the Telluride Turbo-Hybrid swiftly accelerating through the city streets of an urban landscape. As the Telluride progresses, the windows of the skyscrapers lining the street illuminate in sync with the soundtrack creating an equalizer effect that reverberates from building to building, block to block. The spot continues as the Sportage Turbo-Hybrid drives through an inner-city tunnel before cutting to the stylish Carnival Turbo-Hybrid MPV cornering through a sharp turn as the music continues and building lights come to life.
Credits
View on- Agency David & Goliath/Los Angeles
- Production Company Caviar/Los Angeles
- Director Reynald Gresset
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Credits
View on- Agency David & Goliath/Los Angeles
- Production Company Caviar/Los Angeles
- Director Reynald Gresset
- Editing Spinach Editorial (In-House at David & Goliath/Los Angeles)
- VFX JAMM Visual
- Color JAMM Visual
- Sound Design Racket Club Music
- Production Services Radke
- Creative Chairman David Angelo
- Chief Creative Officer Ben Purcell
- Executive Creative Director Avital Pinchevsky
- Group Creative Director John O’Hea
- Group Creative Director/Art Director Mike Czako
- Group Creative Director/Art Director Bennett Austin
- Group Creative Director/Copywriter Nick Micale
- Art Director Carter Waldron
- Copywriter Ashtyn Livingston
- Group Executive Producer Christopher Coleman
- Senior Producer Tom Meloth
- Producer Ashley Bencomo
- Senior Art Producer Jill Epstein
- Producer Julia Lam
- Producer Casey Edelman
- Junior Art Director Madeline McCauley
- Junior Copywriter Kira Chick
- Executive Producer Casey Wooden
- Head of Production Angela Payne
- Producer Jude Vermeulen
- DP Kristofer Bonnell
- Editor Adam Bright
- Editor Bill Marmor
- Executive Producer Jonathan Carpio
- Senior Producer Cristy Torres
- VFX Supervisor Nate Shaw
- CG Supervisor Brian Burke / (CG Supervisor)
- Senior VFX Producer Daniel Beldy
- Executive Producer Asher Edwards
- Colorist Jess Jinx
- Color Producer Emma Beren
- Sound Engineer/Audio Mixer Nathan Dubin
- Producer Lauren Cascio
- Executive Producer Scott Mackenzie
- Executive Producer Tony DiMarco
- Service Producer Mollie Rolfe
- Production Designer Brad Wilson (Production Designer)
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Credits
powered by- Agency David & Goliath/Los Angeles
- Production Company Caviar/Los Angeles
- Director Reynald Gresset
- Editing Spinach Editorial (In-House at David & Goliath/Los Angeles)
- VFX JAMM Visual
- Color JAMM Visual
- Sound Design Racket Club Music
- Production Services Radke
- Creative Chairman David Angelo
- Chief Creative Officer Ben Purcell
- Executive Creative Director Avital Pinchevsky
- Group Creative Director John O’Hea
- Group Creative Director/Art Director Mike Czako
- Group Creative Director/Art Director Bennett Austin
- Group Creative Director/Copywriter Nick Micale
- Art Director Carter Waldron
- Copywriter Ashtyn Livingston
- Group Executive Producer Christopher Coleman
- Senior Producer Tom Meloth
- Producer Ashley Bencomo
- Senior Art Producer Jill Epstein
- Producer Julia Lam
- Producer Casey Edelman
- Junior Art Director Madeline McCauley
- Junior Copywriter Kira Chick
- Executive Producer Casey Wooden
- Head of Production Angela Payne
- Producer Jude Vermeulen
- DP Kristofer Bonnell
- Editor Adam Bright
- Editor Bill Marmor
- Executive Producer Jonathan Carpio
- Senior Producer Cristy Torres
- VFX Supervisor Nate Shaw
- CG Supervisor Brian Burke / (CG Supervisor)
- Senior VFX Producer Daniel Beldy
- Executive Producer Asher Edwards
- Colorist Jess Jinx
- Color Producer Emma Beren
- Sound Engineer/Audio Mixer Nathan Dubin
- Producer Lauren Cascio
- Executive Producer Scott Mackenzie
- Executive Producer Tony DiMarco
- Service Producer Mollie Rolfe
- Production Designer Brad Wilson (Production Designer)
Throughout the spot, various features of each vehicle are showcased, including Telluride’s Dual Panoramic Display, spacious three-row seating, and available ambient interior LEDs, before its impressive 329 hp and 564-mile total range are displayed on screen. As Sportage makes its way through the darkened tunnel, the model’s distinctive and dynamic daytime running lights are shown to full effect. As the sequence ends, the impressive 608-mile total range of Carnival is flashed on screen. When the three vehicles converge on a multi-lane highway the building lights continue to pulsate in perfect sync to the music as they are joined by Kia’s Sorento HEV and Niro HEV models. From overheard, the five vehicles create the look of knobs on a music soundboard.
“Kia’s wide range of hybrid SUVs and utility vehicles offer the ultimate combination of style, power and efficiency. Whether you’re in the market for a 3-row SUV like the capable Telluride, a compact SUV such as Sportage or the versatility and power of the Carnival Turbo-hybrid MPV, Kia has a hybrid model for every driver,” said Russell Wager, Vice President, Marketing, Kia America. “Offering the features that buyers are looking for, and some they might not expect, Kia’s hybrid vehicles set the standard in each vehicle class. And as if those three models aren’t enough, Kia’s Sorento and Niro hybrids are sure to fit the bill.”
“We wanted to challenge the idea that choosing a hybrid is only about efficiency. Kia’s lineup has real power and performance. So, we created a world that vibrates with that energy,” said Nick Micale, Group creative Director, David&Goliath.
"The idea of turning the city into a giant equalizer gave us a visual language for that energy, with every acceleration, light, and beat working together in synchrony. Gesaffelstein’s OPR shows that Kia hybrids really do move to a different beat, and I think we executed that vision well."
