Ariel Martin's sporty spot for KIA is a be-ute
The Scoundrel director fills a pub with Aussie sporting legends in this charming ad for KIA's new model.
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Credits
View on- Agency Innocean Worldwide/Sydney
- Production Company Scoundrel
- Director Ariel Martin
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Credits
View on- Agency Innocean Worldwide/Sydney
- Production Company Scoundrel
- Director Ariel Martin
- Post Production ARC EDIT
- Music MassiveMusic/Sydney
- CEO Jasmin Bedir
- Executive Creative Director Wesley Hawes
- Creative Director Effie Kacopieros
- Art Director Lachlan Rotherham
- Copywriter Georgie Parchert
- Head of Production Renata Barbosa
- Senior Producer Monique Pardavi
- Executive Producer Adrian Shapiro
- Producer Giordi Caputo
- Production Designer Miles Pitt
- DP Simon Ozolins
- Editor (Social Content) Dave Anlezark
- Editor Johanna Scott
- Colorist Matt Fezz
- Composer Lance Gurisik
- Sound Designer Simon Kane
- Executive Producer Katrina Aquilia
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Credits
powered by- Agency Innocean Worldwide/Sydney
- Production Company Scoundrel
- Director Ariel Martin
- Post Production ARC EDIT
- Music MassiveMusic/Sydney
- CEO Jasmin Bedir
- Executive Creative Director Wesley Hawes
- Creative Director Effie Kacopieros
- Art Director Lachlan Rotherham
- Copywriter Georgie Parchert
- Head of Production Renata Barbosa
- Senior Producer Monique Pardavi
- Executive Producer Adrian Shapiro
- Producer Giordi Caputo
- Production Designer Miles Pitt
- DP Simon Ozolins
- Editor (Social Content) Dave Anlezark
- Editor Johanna Scott
- Colorist Matt Fezz
- Composer Lance Gurisik
- Sound Designer Simon Kane
- Executive Producer Katrina Aquilia
We'll level with you - if your knowledge of Australian sporting heroes isn't up to scratch you might struggle to name the 20-or-so champs that fill this spot, but that doesn't stop its charm from shining through.
Cleverly eschewing the norm of actually showing the car, KIA's announcement of its new Ute, from Innocean and Scoundrel director Ariel Martin, instead focuses on its branding (which, again, isn't revealed), inviting the likes of Steve Waugh, Ash Barty, and Buddy Franklin to throw their names, literally, into the hat.
Innocean ECD Wez Hawes says: “It’s a bold strategy to create an automotive campaign that doesn’t feature the car - or even the name of the car (yet). Simply hyping the arrival of a new Kia ute made for Australia was enough. Getting Australia’s most iconic sporting legends competing for naming rights was also so rewarding creatively. It allowed us to immortalise their most iconic moments, but in a classic Aussie pub.
"From recreating the Aloisi spot kick with a pea, to Steve Waugh’s standoff against the West Indies, with The Volk. There really is something for everyone”.
“It’s not often I get to work on a campaign that draws on my bottomless pit of obscure Australian sporting knowledge," adds director Martin. "It was a fun set, with all of our sporting legends fully onboard to create the world of this mythical pub”.
