Kia Becomes a Time Machine in New Ads With Blake Griffin
By STUART ELLIOTT A child actor appears as the basketball star Blake Griffin circa 1995 in a commercial for Kia in a campaign that features Mr. Griffin and debuts as the N.B.A. 2012-13 season begins. A child actor appears as the basketball star Blake Griffin circa 1995 in a commercial for Kia in a campaign that features Mr. Griffin and debuts as the N.B.A. 2012-13 season begins.
In basketball, traveling violates the rules. But in advertising, sending a basketball star on a time-traveling odyssey, inside the sponsor’s product, makes for clever commercials.
In a humorous campaign, Kia Motors America and its agency, David & Goliath, are reteaming with Blake Griffin of the Los Angeles Clippers for a series of commercials in which the basketball star drives a Kia Optima sedan as if it were a time machine.
The campaign is to begin on Tuesday, to coincide with the start of the 2012-13 National Basketball Association season. The 2013 Kia Optima is the “official vehicle of the N.B.A.”
The commercials feature Mr. Griffin using the Uvo voice-activated entertainment and information system inside his Kia Optima to send him back to different years from 1995 to the early 2000s.
The years, it turns out, are his “Wonder Years,” to borrow the title of the TV series, in that in each commercial Mr. Griffin meets a young actor playing a younger version of himself.
Blake Griffin in the Kia advertisement. Blake Griffin in the Kia advertisement.
For instance, in the first spot Mr. Griffin asks to go back to 1995 and Uvo summons up the song “This Is How We Do It” from that year. He meets up with a version of himself who, based on his birth date in 1989, is about 6 years old.
“Who are you?” the child asks Mr. Griffin, who replies, “You, from the future.” The child wonders if Mr. Griffin’s Optima is his spaceship, to which the grown-up replies, “No, it’s way better.”
Then, in a dig at Mr. Griffin’s reputation for having problems with free throws, he advises the youngster to “practice your free throws.” On parting, Mr. Griffin takes a shot — and misses.
The Kia association with Mr. Griffin began when he dunked over a Kia Optima at the 2011 N.B.A. All-Star Game.
Sports and music are two of the four pillars of the Kia brand’s outreach to its target audience, along with popular culture and what the company calls the “connected life” — that is, technology like Uvo.
“The immediate impact” that Mr. Griffin had “on our brand was incredible,” said Michael Sprague, executive vice president for marketing and communications at Kia Motors America in Irvine, Calif., and “proved to be very successful with the N.B.A. fan.”
“We felt we needed to do it again,” he added.
Mr. Griffin’s family provided images of him as a child to make it easier to cast the children in the commercials, Mr. Sprague said, and “within hours” of the casting calls getting under way in Los Angeles and New York, “we had some great people to represent him.”
A different child portrays Mr. Griffin in the second commercial, which is set in 1997 and uses the song “How Bizarre.” In that spot, Mr. Griffin encounters the younger version of himself playing football with friends.
“Wrong sport,” he tells the child, kicking the football far away. He also offers the junior Blake some fashion advice: “Stop wearing jean shorts. Just trust me.”
There will be three additional spots, Mr. Sprague said, to be released periodically as the N.B.A. season progresses. The five spots will run on networks like ABC, ESPN and TNT as well as on the Kia channel on YouTube.
Although football may be the wrong sport in the commercial set in 1997, it is the right genre for Kia advertising, at least when it comes to the Super Bowl. Kia has announced it would return as a Super Bowl sponsor, buying time during Super Bowl XLVII on Feb. 3, 2013.
Although Mr. Sprague declined to talk about what the Super Bowl spot will be about, he did rule out a couple of possibilities. It will not be a commercial featuring Mr. Griffin, he said, nor, as of now, will it be a spot with the popular hip-hop hamster characters for the Kia Soul.
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SOURCE Kia Motors America
Kia Spokesman Offers Career Guidance to Younger Version of Himself and Shows Off His Futuristic Optima Midsize Sedan and Kia’s UVO Powered by Microsoft Voice-Activated Infotainment System[1]
– 30-second “Free Throw” and “Football” spots are the first in a series of five commercials featuring Griffin’s dry sense of humor
– Campaign tips-off with the start of the 2012-13 NBA season and includes broadcast, digital and social media elements
IRVINE, Calif., Oct. 29, 2012 /PRNewswire/ — With the 2012-13 NBA season about to tip off, Kia Motors’ global brand ambassador, superstar Blake Griffin, is back in a series of humorous new television commercials featuring the fast-growing automaker’s best-selling Optima midsize sedan and innovative UVO voice-activated infotainment system. In the five 30-second spots, Griffin offers helpful suggestions to younger versions of himself as Kia’s UVO voice-activated infotainment system takes his futuristic Optima on a time-traveling musical journey through the mid-1990s and early-2000s. Griffin’s deadpan delivery and dry sense of humor shines in the first two commercials as he urges younger versions of himself to forget about playing football and spend more time practicing free throws in another spot.
Beginning tomorrow, the first two commercials – titled “Free Throw” (circa 1995) and “Football” (circa 1997), will debut on television with three additional spots scheduled to roll out throughout the NBA season, along with a presence on all Kia social and digital platforms including Facebook, YouTube and Kia.com.
“Blake turned people’s heads after his famous dunk over a Kia Optima in the Sprite® Slam Dunk contest at NBA All-Star 2011, and his on-court talent combined with his unique comedic style and personality have translated into a powerful partnership that has helped raise awareness and brand perception for Kia,” said Michael Sprague, executive vice president of marketing & communications, KMA. “Griffin is one of the most exciting and recognizable young athletes in the world, and this latest campaign pairs Griffin’s basketball wisdom and athleticism with the youthful style, performance and cutting-edge technology of our wildly popular Optima midsize sedan and the award-winning UVO infotainment system.”
Created by David&Goliath, KMA’s advertising agency of record, the Griffin spots were helmed by renowned director Paul Hunter, who directed last year’s commercials featuring Griffin and is credited with award-winning spots for Nike and Burger King. “Free Throw” and “Football” are available now atYouTube.com/Kia, and will make their television debuts tomorrow on network and cable programming.
About Blake Griffin
Selected first overall by the Los Angeles Clippers, Blake Griffin took the NBA by storm in his rookie season and broke records every step of the way. Known for his high-flying dunks and unwavering physicality, Griffin competed on the 2011 NBA All-Star Team, the first rookie All-Star voted to the game by coaches sinceTim Duncan in 1998. He won the 2011 Sprite Slam Dunk contest, participated in the NBA All-Star Rookie Challenge & Youth Jam, and was named the 2010-11 NBA Rookie of the Year. A highlight reel sensation equipped with the size, strength, quickness and skill to keep his household name buzzworthy for many years to come, Griffin has transformed the Clippers into a must-watch franchise. A native of Oklahoma City, Okla., the 6’9″ power forward attended the University of Oklahoma, where he was one of the highest rated and most decorated recruits in Sooners history. A media magnet, Griffin already has earned numerous accolades, including the Oscar Robertson Trophy, Adolph Rupp Trophy, John Wooden Award, Naismith Award, Sports Illustrated Player of the Year, multiple NBA Western Conference Rookie of the Month honors and many more; for more information go to www.blakegriffin.com or follow him at @blakegriffin.
About the 2013 Kia Optima
With a luxury appearance and a refined interior, the 2013 Optima is available in three trims, LX, EX and SX, and offers a wide array of convenience and luxury as well as impressive technology features like an AM/FM/CD/MP3/Sat audio system with SiriusXM Traffic™ Satellite Radio capabilities and three months complimentary service[2], auxiliary and USB audio input jacks, standard Bluetooth®[3] wireless connectivity with steering wheel-mounted voice activation controls, and Kia’s new UVO powered by Microsoft® voice-activated infotainment system. Available with three powerful and fuel-efficient engines, a 2.4-liter GDI four-cylinder[4], a 2.0-liter GDI turbo[5] or a 2.4-liter hybrid that achieves up to 40 miles per gallon on the highway[6], the stylish and performance-oriented midsize sedan begins at $21,200[7] for 2013.
Kia’s Unprecedented Growth
Kia Motors is one of the world’s fastest moving global automotive brands; from 2009-2011 Kia launched more new vehicles in the U.S. than any other automaker, and under the guidance of chief design officer Peter Schreyer earned a reputation as an industry leader in automotive styling. Kia Motors America’s full line of fuel-efficient and fun-to-drive cars and CUVs has earned critical acclaim and dramatically increased consumer awareness, perception and consideration for the brand. In 2011, KMA recorded its 17th consecutive year of market share growth, thanks in part to the largest increase of any major brand in perceived quality[8] and the industry’s highest brand loyalty ranking[9]. Kia’s U.S.-based manufacturing facility in West Point, Georgia – KMMG – is responsible for the creation of more than 10,000 plant and supplier jobs and builds two of the company’s best-selling vehicles in the U.S. – the Sorento CUV and Optima midsize sedan*. Kia’s value and technology-laden lineup also includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, Rio and Rio 5-door sub-compacts and Sedona minivan.
About Kia Motors America
Kia Motors America is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 755 dealers throughout the United States and serves as the “Official Automotive Partner” of the NBA and LPGA. In 2011, KMA recorded its best-ever annual sales total and became one of the fastest growing car companies in the U.S[10]. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, advanced safety features and new technologies.
Information about Kia Motors America and its full vehicle line-up is available at its website –www.kia.com. For media information, including photography, visit www.kiamedia.com.
[1] UVO is optional equipment and available with select packages. Microsoft and Windows are registered trademarks of Microsoft Corporation in the United States and/or other countries.
* The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in the United Statesfrom U.S. and globally sourced parts.
[3] The Bluetooth® word mark and logos are registered trademarks owned by Bluetooth SIG, Inc. and any use of such marks by Kia is under license. Other trademarks and tradenames are those of their respective owners. A compatible Bluetooth®wireless technologyenabled cell phone is required to use Bluetooth® wireless technology.
[4] EPA estimated 24 city /34 highway MPG. Actual mileage will vary.
[5] EPA estimated 22 city / 34 highway MPG. Actual mileage will vary.
[6] EPA estimated MPG for Optima Hybrid.
[7] MSRP for Optima LX, excludes $775 destination and handling fee, title, taxes, license, options and dealer charges. Actual prices set by dealer and may vary.
[8] Source: Automotive Lease Guide Spring 2011 Perceived Quality Study.
A child actor appears as the basketball star Blake Griffin circa 1995 in a commercial for Kia in a campaign that features Mr. Griffin and debuts as the N.B.A. 2012-13 season begins. A child actor appears as the basketball star Blake Griffin circa 1995 in a commercial for Kia in a campaign that features Mr. Griffin and debuts as the N.B.A. 2012-13 season begins.
Then, in a dig at Mr. Griffin’s reputation for having problems with free throws, he advises the youngster to “practice your free throws.” On parting, Mr. Griffin takes a shot — and misses.
Although football may be the wrong sport in the commercial set in 1997, it is the right genre for Kia advertising, at least when it comes to the Super Bowl. Kia has announced it would return as a Super Bowl sponsor, buying time during Super Bowl XLVII on Feb. 3, 2013.
Josh Martin Blog 