To launch its new all-electric EV6 GT, Kia got in the front seat with six-time National Kart Champion, NASCAR and Le Mans racing driver Kris Martin who is deaf to demonstrate that the vehicle’s high-speed 576 HP engine doesn’t need to make a lot of noise to make a power-full statement in a campaign called ‘Silence Is Powerful’.
The campaign saw Kia work with creative agency David&Goliath and Director Marc Forster with the aim of demonstrating that high performance does need to mean loud, revving engines.
Rolling out from late October, Kia chose to work with Martin – an inspiring advocate and motivational speaker for the deaf community – as he personifies defying confounding expectations, defying the odds and the brand’s ‘Movement That Inspires’ tagline – and, in the creative, from behind the wheel of the EV6 GT he shows just how powerful silence can be.
The hero spot blends stylish shots of Martin racing the EV6 GT on a race track with vehicle clips and product facts. One section sees Martin use sign language to attest to the car’s performance (it can accelerate from 0 to 60 in 3.4 seconds): “I don’t need noise to tell me something is fast” demonstrating the electric car’s ability to go from 0 to 60 in 3.4 seconds.
The hero broadcast spot was supported by 15- and 06-second cutdowns for paid digital, plus a set of bite-size social media content led by a series called ‘Sign Language Shorts’: online clips running across Facebook, Instagram, TikTok, Twitter and YouTube which capture the campaign message in the shortest way possible and will launch only on social media.
A further print strand was led by tie-ins with MotorTrend Magazine and Car and Driver Magazine.
“We are proud to launch this special campaign in partnership with professional race car driver Kris Martin,” said David&Goliath Co-ECD Robert Casillas. “As an inspiration for the deaf and race car community, we wanted to create a unique soundscape that made the viewer feel just how powerful silence can be.”
“We were also lucky to have worked with director Marc Forster to help bring this campaign to life,” added David&Goliath Co-ECD Courtney Pulver. “His passion for the message helped capture Kris Martin in an authentic, empowering way.”
“This campaign is a massive departure from your typical automotive work,” explained Director Forster. “Juxtaposing the throbbing rumble of the car with silence is a powerful device to illustrate the feel and texture of what Kris Martin experiences in the driver seat. We’re made to feel the quiet during the storm. Working with David&Goliath was a wonderful experience. Their commitment to breaking convention was a breath of fresh air, especially for this category of work.”
The campaign was created by a team at creative agency David&Goliath LA which included Founder David Angelo, Chief Creative Officer Ben Purcell, Social Blake Winfree, Executive Creative Directors Frauke Tiemann, Courtney Pulver, Robert Casillas and Mark Monteiro, Creative Director John O’hea, Copywriter Ashtyn Livingston, Art Director Carter Waldron, Head Of Strategy Melissa Cabral, Strategy Directors Jeff Cannata, Bruno Cunha and Kelly Slater, Strategist Kelsey Hillner, Executive Producer Christopher Coleman, Producer Carolyn Casey, Art Director Cara Nieto, Business Affairs Managers Quynh-An Phan and Kristina Van, Managing Director Lisa Tanner, Account Directors Allison Draskovich and Kylie Harmon, Account Manager Andrea Cadloni, Account Executive Connor Heffernan, plus Project Managers Amy Chiang and Mike Antonellis.
Production was handled by Rakish with Director Marc Forster, Director Of Photography Paul Meyers, Managing Director Preston Garrett, Executive Producer Gabe Reiter, Head Of Production Heather Weinstock and Producer Julien Lemaitre. The production service outfit was Asymetric where the group working on the project included Executive Producers Evan Landry and Nick Burry, Head Of Production Robert Perry and Producer Rod Bailey.
The edit company was Spinach LA with Managing Partner Adam Bright, Executive Producer Jonathan Carpio, Editors Damion Clayton, Derrick Monks and Shelly Rose, plus Producer Cristy Torres. Post production and VFX were run through Company 3, while sound was handled by Butter Music and Sound
Comment
This spot offers synergy between the athlete ambassador, the product and the message, but it is also beautiful to watch: a striking visual achievement from Director Forster who has helmed several major movies including ‘Quantum of Solace’ and ‘Monster’s Ball’.
Another recent notable piece of sports marketing linked to the deaf community and including sign language was Colgate’s September 2022 ‘Sound Of A Smile‘ AFL Women’s activation.
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