David&Goliath, Kia tap kids as brand ambassadors


A couple of cute kids are helping to sell cars they can’t even drive in a new summer sales season campaign by Kia.

Kia Motors America has launched a national integrated marketing campaign that states the obvious reason why consumers should consider Kia – that the cars are ‘America’s Best Value.’ Traditional sales techniques – including free donuts, showrooms stuffed floor-to-ceiling with balloons, and in-your-face sales people – are replaced with the two children who state the case clearly and simply in a series of ads and one late-night show promo.

The campaign, created by David&Goliath, was shot on a stark white set representing a Kia dealership. The young sister and brother eschew the gimmicks and stick to the facts highlighting the various reasons why Kia is the better choice, including the brand’s 10-year/100,000-mile warranty.

In seven 15- and 30-second broadcast spots for the general and Hispanic markets, the sister takes a more brass tacks, dry humor approach, providing the information customers need to make an informed decision. Her brother (who some might recognize from a recent Skippy peanut butter spot) on the other hand, comes from the more traditional showman school of sales, which adds comic relief and creates a great dynamic that balances the two characters.

The two children featured in the campaign also made an appearance on ABC’s ‘Jimmy Kimmel Live!’ on Tuesday (May 22), and get into a silly string fight with the show’s sidekick, Guillermo.

Other elements of the campaign include digital, social, point-of-sale, in-cinema and outdoor, highlighting Kia’s most popular vehicles including Forte, Optima, Sportage, Soul and Sorento.

“This campaign is about challenging the conventions of retail car advertising and portraying value through the eyes of two very wise kids as spokespeople,” said David Angelo, founder and chairman of David&Goliath. “The kids are more pragmatic, and represent the youthful, challenger spirit of Kia and new kind of consumer. One that is not easily swayed by gimmicks and tricks of the trade. Because when you have a great product, you don’t need all the hoopla to sell it. Value is all you need.”

This article first appeared in www.thedrum.com

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About Author

Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week. I also play saxophone professionally.

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