As one of FIFA’s Official Automotive Partners through 2022, Kia Motors has commissioned World Cup Ambassador and Brazilian supermodel Adriana Lima to help spread the passion for fútbol in a new brand campaign.
This is the first time Kia has supported its World Cup sponsorship with a large campaign effort in the U.S. While most World Cup advertisers will focus on the “avid fan” through athlete-centered messaging, Kia aims to excite the avid fan while making introductions for the "casual fan."
In the TV spots, Lima seeks out non-soccer fans in hopes of converting them into fans of “fútbol” for the month. Each time, she arrives in a Kia Optima or Sorento, making an entrance that will light up the screen, and the eyes, of every sports fan. The campaign tagline: For One Month, Let’s All Be Fútbol Fans.
The complete brand effort consists of 3 TV spots, radio, print, social media support including 3 vine videos, digital banners, point-of-sale and a dedicated FIFA landing page: Kia.com/FIFA.
The work will launch in both Hispanic media and general market TV on Thursday 6/12, running on all ESPN properties (including ABC) for six weeks.
Agency: David&Goliath, LA
Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
Creative Director/Art Director: John O’Hea
Associate Creative Director/Copywriter: Chip Waters
Art Director: Mike Cornell
Art Director: Rojelio Cabral
Copywriter: Andy Sciamanna
Head of Production, Managing Director: Carol Lombard
Executive Producer: Christopher Coleman
Managing Partner, Director of Client Services: Brian Dunbar
Group Account Director: Brook Dore
Account Director: Mike O’Malley
Account Supervisor: Stacy Garibay
Account Coordinator: Lauren Kelley
Executive Director, Head of Planning: Seema Miller
Director Business Affairs: Rodney Pizarro
Business Affairs Manager: Tony Kim
Product Information Manager: Russ Wortman
Production Company: MJZ
Director: Craig Gillespie
President: David Zander
Executive Producer: Emma Wilcockson
Producer: Martha Davis
Editor: Art Castle
Producer: Jonathan Carpio
Visual Effects: MPC
VFX Supervisor/Lead Flame: Jake Montgomery
Executive Producer: Asher Edwards
Producer: Nicole Fina
Music, Sound Design & Mix: Massive Music
Creative Director: Tim Adams
Executive Producer: Jessica Entner