David&Goliath's New Kia Spot Spins City into a Giant Equalizer

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, whose work includes collaborations with some of the biggest names in music today. 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. 

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."

“Hybrids That Move to a New Beat” is the centerpiece of a 360-degree campaign, which combines broadcast, print, digital, OOH and social media elements.