AO Champ Rafa Nadal Fronts Kia’s ‘Make Your Move’ EV6 Sustainability-Themed Campaign

New Australian Open champion and all-time men’s tennis Grand Slam record holder Rafel Nadal fronted Kia’s integrated ‘Make Your Move’ sustainability-themed campaign through January/February to promote the auto brand’s new EV6 electric vehicle.

‘Make Your Move’, which was shot on location around Nadal’s home in Mallorca and in London, sees the newly crowned men’s tennis GOAT get behind the wheel on a drive through dramatic scenery with creative centred around ‘moments of reflection on the road’ and ‘precious time off the court’.

Driving home messaging about Kia’s passion for performance and drive to build a sustainable future, ‘Make Your Move’ features an off-court Nadal celebrating ‘small, but purposeful moves that inspire lasting, significant change’ with the creative approach interspersing driving shots with inspirational footage of Nadal’s game and visual stories of people taking their first steps into sport.

The campaign was led by a 30-second ‘Kia EV6 Make Your Move – Sustainability’ commercial spanning TV, digital and social and ‘Make Your Move’ ran live globally on Eurosport throughout the Australian Open.

Nadal also fronted a live launch event at the tournament.

“KIA and Rafa share a vision of moving towards a sustainable future and achieving unrivalled performance – we’ve united those ideas,” explained FMLY CRTV Creative Director Dave Kennedy.

The campaign was created for client Kia Worldwide by a team at ad agency Minute Media led by Creative Director Adam Sidky and production/edit company FMLY CRTV (Family Creative) where the group working on the project included Creative Director Dave Kennedy, Director Dominic O’Riordan, Producer Marisa Lee and Production Manager Oyin Fowowe, plus Editors Phoebe May and Corey Thomas as well as VFX Engineer Tom Stone.

Post production was handled by Absolute Post, the media agency was Havas and the music company was Form Audio.

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It also dovetails with ‘Kia’s direct, multi-phase 2022 Australian Open activation programme’.

Kia was also one of several partner brands to roll out low latency congratulatory response social content celebrating Nadal’s AO triumph.