LOS ANGELES, CA--(Marketwire - Jan 25, 2012) - For the third straight year, LA-based independent creative agency David&Goliath returns to the Super Bowl with a fully integrated and interactive marketing campaign that introduces Kia Motors America's new 2012 Optima Limited -- incorporating TV, cinema, digital, print, social media and in-dealership components.
At the heart of the campaign is "Drive the Dream," a cinematic 60-second commercial directed by Noam Murro ('300: Battle of Artemisia') that will air during the fourth quarter of Super Bowl XLVI. In the ad, things go amuck after a real-life Mr. Sandman, who enters the bedroom of a slumbering young couple, stumbles and accidentally spills an entire night's supply of magic dust on the unsuspecting husband. What follows is an extreme dream sequence that demonstrates that while the Optima Limited makes for a prefect dream car, it's also attainable. Celeb cameos include supermodel Adriana Lima, rock legends Mötley Crüe, MMA fighter Chuck Liddell, and champion bull rider Judd Leffew.
"We couldn't be more excited to partner with Kia on its return to the Big Game," said David Angelo, chairman and chief creative officer of David&Goliath. "The Super Bowl is the world's biggest stage and we're thrilled to deliver another unique campaign that is the stuff dreams are made of."
Cinematic debut
For the first time ever, Kia's complete Super Bowl ad will premiere on February 2 on more than 18,000 movie screens nationwide in National CineMedia's FirstLook pre-show program before airing in the game. Additionally, 15-second teaser ads featuring Adriana Lima will appear on TV and in cinema, while the expansive social footprint of each celebrity featured in the spot will be leveraged to help drive buzz and anticipation online.
The expanded version of the commercial will be available beginning on February 2 at YouTube.com/Kia.
"The Optima Limited defies its segment by bringing a new level of excitement and attainable refinement," said Colin Jeffery, executive creative director of David&Goliath. "Our campaign is a great reflection of this by bringing the best mix of fantasy and reality to an otherwise dull and boring midsize sedan category."
David&Goliath's third showing with Kia at the Super Bowl comes at a time of significant momentum for the 10-year old agency, which has steadily established itself as a strategic and creative powerhouse. D&G recently bolstered its creative and leadership teams on the heels of new business wins such as California Lottery.
About David&Goliath
Founded in 1999, David&Goliath is a full-service independent creative agency with offices in Los Angeles, London and Frankfurt. Dedicated to thinking creatively about any and all ways to build its clients' business, David&Goliath arms itself with the knowledge, resources and firepower needed to build and protect brands in this ever-changing media landscape. Current clients include Kia Motors, California Lottery, Universal Studios and MGM Resorts (Monte Carlo and New York-New York), to name a few. The agency's mission is to be the antithesis of the traditional advertising agency -- no strings, no conflicts, no limitations.
David&Goliath was recently named 2011 Small Agency of the Year (76-150 Employees) at Ad Age's Small Agency Awards.
Brave in the face of goliath marketing challenges, David&Goliath is about overcoming something big. For more information, visit www.dng.com.
Contact Information:
Michael Murray
DiGennaro Communications
mmurray@digennaro-usa.com
212.966.9525
