Kia Activates NBA Finals Via TV-led Hoops Skills Themed ‘Moves That Electrify’ EV6 Promo

Kia leveraged its official tie-up with the National Basketball Association (NBA) around the 2022 Finals by promoting its new EV6 vehicle through a campaign called ‘Moves That Electrify’ running under the brand’s umbrella #MovementThatInspires marketing platform.

The car company’s activation was spearheaded by a stunt-based television commercial titled ‘Kia EV6 X NBA | Moves That Electrify’ starring the new electric vehicle and highlighting its performance abilities in relation to basketball moves.

This campaign idea was based around bringing a basketball element to stunt driving. It pitted a blue vehicle and a red model competing against each other – representing the NBA’s East versus West Finals match up – and saw a pair of stunt drivers recreate famous basketball moves like the ‘pick and roll’, ‘the crossover’, ‘the weave’ and ‘the hesitation move’ with the cars.

As the campaign stated: “For the past 75 years, the NBA has inspired us all with incredible moves. Hold on tight as the Kia EV6 celebrates with Moves that Electrify the #NBAFinals.”

The hero spot first dropped on 2 June and aired during the Finals television telecasts as well as being amplified across Kia’s US digital and social channels.

The commercial was directed by Andrew Schneider and produced in partnership by media production outfit Porch House and in-house agency Innocean.

The team on the project was led by Creative Directors Chris Deninno and Steve Harbour, Art Director Jim Riddle and Executive Producer Brad Johnson. The group at Porch House working on the campaign included Director Andrew Schneider, Executive Producer Cody Autterson and Producer Tyler Sgueglia.

Comment

This is the latest in a long line of notable Kia basketball marketing and some of its stand out campaigns have included its 2017 hoops team scented auto air fresheners and its revolutionary 2015 All-Star team jersey logo.