Kia worked with Innocean, starting with the concept about Kia's deals 'making sense'. It came up with a plan to illustrate how something makes sense by highlighting 'crazy events' that clearly don't make sense. This is featured in the two TVCs airing nationally.
The Kia models showcased in the TVCs are the Cerato, Rio and Grand Carnival.
Simon Robson, creative director at Engine, said, “We really went to town with the Kia ads looking into the crazy things people do that just don’t seem to make any sense at all, like the man wearing a suit of bees, and the annual cheese rolling festival in the UK. Innocean wanted to explore the possibility of using stop frame animation for the TVCs, incorporate some existing car footage and integrate these into a claymation world."
"Kia is a challenger brand and that gives us permission to do things a bit differently like in the Sportage commercial featuring Grand Master Melle Mel and Scorpio. Consequently we want to bring that same approach to retail advertising, there's no reason why it has to be boring," Kia national marketing manager Steve Watt explained.
Credits:
Client Kia Australia
Agency Innocean Australia
Creative Director Scott Lambert
Creative Mike Lind
Agency Producer John Lamble
Strategy Director Kathy O'Connor
Group Account Director Simon Hornery
Business Director Janine Allan
Engine
Executive producer Adam Wells
Producer Hayley-Ritz Houlton
Creative Director Simon Robson
Lead flame artist Lee Sandiford
3D Artists Shaun Schellings, Max McMullin and Damien Mahoney
Style frame artist Pete McDonald
Stopframe directors Norman Yen and Glen Hunwick