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Trio of Kias ‘Give It Everything’ to Tackle a Strange Landscape

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Campaign created by David & Goliath LA and directed by Filfury stars three versions of the Soul model

Trio of Kias ‘Give It Everything’ to Tackle a Strange Landscape
It has been said that, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” And now, with an all-new and greatly expanded Kia Soul lineup in showrooms, Kia Motors America has launched an entirely different marketing campaign that builds upon the brand’s “Give It Everything” mantra and heralds the arrival of the most adaptable version ever of the brand’s iconic urban runabout. 

“We have taken the Soul to an entirely new level by giving it even more of Kia’s ‘Give It Everything’ credo. With the expanded lineup offering more style, utility, technology, comfort and adaptability than ever before, it’s a whole new species of Soul,” said Saad Chehab, vice president, marketing communications, Kia Motors America. “While nearly everything about the Soul is different, this campaign continues the fun and irreverent attitude that turned Soul into an icon over the last decade.”



Set to an energetic custom soundtrack, the spot entitled “The New Species of Soul” is the centerpiece of a multi-faceted campaign starring three unique versions of the Soul model. First, a turbocharged Inferno Red Soul GT-Line speeds down a stark and desolate landscape as the road begins to twist and turn into an ever-tightening spiral. Later, an Undercover Green Soul X-Line climbs dirt trails in a burnt-orange landscape filled with uneven terrain. And then a Solar Yellow Soul EX Designer Collection Package cruises through a maze of what appear to be skyscrapers. 

As the three Souls unite, the various locales are revealed to be a chameleon’s body with its shifting textures and changing colors just before the larger-than-life lizard slurps up all three Soul models with a satisfied smirk. 

“No matter what you throw at it, the all-new Soul has you covered. From the rugged X-Line to the turbocharged GT-Line and the head-turning Soul EX Designer Collection Package, Soul’s extreme adaptability makes it the ultimate chameleon,” continued Saad.

Since taking the automotive industry by storm when introduced in 2009, the Kia Soul defined and still dominates the category. The Soul has proved so popular in fact that in March of 2018, the one-millionth Soul vehicle in the U.S. was retailed, a testament to the model’s enduring appeal as one of the most versatile vehicles on the road today, endlessly adapting to, and changing with, the lifestyles of those that drive it. 

For the third generation, Kia “gave it everything” and poured more of its “soul” into every inch of the vehicle, resulting in rugged performance, thrilling technology and urban practicality, qualities that transcend geography and appeal to drivers of all ages. The campaign includes 60-, 30-, and 15-second broadcast versions for general market; and 30- and 15-second versions for the Hispanic market. A multi-channel digital campaign and in-cinema airings beginning in late April, will support the broadcast elements.
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Music

Music : “Traction Control” by Jason Slack Grauhaus Music

Production Company

Production Company: The Mill

Director: Filfury

Executive Producer: Elizabeth Newman, Pete King

Head of Content: Ian Bearce

Senior Producer: Gabriel Blanco

Associate Producer: James Morse

Post Production / VFX

Post Production Company: The Mill

Senior Producer: Dan Love

CG Lead: Matt Fuller

CG: Ben Smith

Production Coordinator: Jena Bodell

Offline

Edit Company: Mellow Media

Producer: Dina Oberly

Executive Producer: Lisa Defalco, Rob Mackler

Production Supervisor: Alicia Haldenwang

Commercial Coordinator: Cesar Villasenor

Creative Agency

Creative Agency: David&Goliath, LA

Chief Creative Officer: Bobby Pearce

Executive Creative Director: Mark Koelfgen

Copywriter: Caleb Nyberg

Founder/Chairman: David Angelo

President: Yumi Prentice

Group Creative Director: Frauke Tiemann

Associate Creative Director: Chris Mead

Senior Art Director: Kristopher Wong, Gabriel Gama

Senior Copywriter: Guilherme Grossi

Junior Art Director: Peter Watson

Managing Director of Broadcast Production: Paul Albanese

Senior Broadcast Producer: Dustin Oliver

Associate Project Management Director: Genie Lara

Project Manager: Maddy Bendetti

Managing Director: Jeff Moohr

Account Director: Aleks Rzeznik

Account Supervisor: Annelise Lorenzo

Account Executive: Nicole Pressman

Account Coordinator: Sam Borst-Smith

Director, Business Affairs: Natasha Royzina

Associate Business Affairs Manager: Amy Santana

Product Information Manager: Russ Wortman, Mark McNaul

Genres: Visual VFX, Action, Scenic

Categories: Automotive, Cars

David & Goliath, Wed, 24 Apr 2019 12:54:45 GMT