Kia puts the power of silence on display with NASCAR driver Kris Martin
What comes to mind when you think of the power of a performance vehicle? It could be its loud, revving engines and tiny frame. Or the cacophony of rumbles and roars. That’s not the case with the all-electric Kia EV6 GT— its high-speed 576 HP engine doesn’t need to make a lot of noise to make a power-full statement. In the latest campaign by David&Goliath (D&G) which launched early this month, Kia illustrates that “Silence is Powerful”.
Weighing in on this notion is Kia’s inspiring spokesperson featured in the campaign— Kris Martin, a six-time National Kart Champion, NASCAR, and Le Mans professional race car driver who is deaf. As an advocate, motivational speaker and inspiration for the deaf community and families of those with deaf children, Martin is the perfect example of someone who has defied all odds, and behind the wheel of the EV6 GT, shows how powerful silence can be.
In the quiet campaign, the hero spot, directed by the renowned commercial and feature film director, Marc Forster, shows beautiful shots of Martin racing the EV6 GT along a professional track. Between clips of the stylish and innovative vehicle, Martin signs “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. Watch below:
https://www.youtube.com/watch?v=wKL9NoHyLCs&feature=emb_imp_woyt
Forster, who also directed notable films such as James Bond film Quantum of Solace and Monster’s Ball starring Halle Berry, captured the epic beauty of the campaign ethos through his experienced and gifted cinematic lens. “This campaign is a massive departure from your typical automotive work,” Forster elaborates. “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.”
“We are proud to launch this special campaign in partnership with professional race car driver Kris Martin,” said Robert Casillas, Executive Creative Director at David&Goliath. “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,” said Courtney Pulver, Executive Creative Director at David&Goliath. “His passion for the message helped capture Kris Martin in an authentic, empowering way.”
“Working with David&Goliath was a wonderful experience,” remarks Forster. “Their commitment to breaking convention was a breath of fresh air, especially for this category of work.”
In addition to the broadcast spot, D&G created unique, bite-size content for social media called “Sign Language Shorts.” These capture the campaign message in the shortest way possible and will launch only on social media.
In typically sound-on platforms like TikTok, our work embraces the power of silence to make an even louder statement. Other campaign elements include :15 and :06 cutdowns for paid digital and enthusiast print with campaign presence in MotorTrend Magazine, launching on November 18th and Car and Driver Magazine launching on November 29th.
CREDITS:
CLIENT: KIA Motors of America
AGENCY: David&Goliath, LA
Founder & Creative Chairman: David Angelo
Chief Creative Officer: Ben Purcell
Chief of Social Impact: Blake Winfree
Executive Creative Director: Frauke Tiemann
Executive Creative Director: Courtney Pulver
Executive Creative Director: Robert Casillas
Executive Creative Director: Mark Monteiro
Group Creative Director: John O’Hea
Junior Copywriter: Ashtyn Livingston
Art Director: Carter Waldron
Head of Strategy: Melissa Cabral
Group Communications Strategy Director: Jeff Cannata
Group Strategy Director: Bruno Cunha
Associate Strategy Director: Kelly Slater
Junior Strategist: Kelsey Hillner
Managing Director of Broadcast Production: Paul Albanese
Managing Director, Integrated Production & Technology Services:Peter Bassett
Group Executive Producer: Christopher Coleman
Senior Producer: Carolyn Casey
Executive Art Producer: Cara Nieto
Director of Business Affairs: Quynh-An Phan
Associate Business Affairs Manager: Kristina Van
Managing Director: Lisa Tanner
Group Account Director: Allison Draskovich
Account Director: Kylie Harmon
Account Supervisor: Andrea Cadloni
Assistant Account Executive: Connor Heffernan
Director of Project Management: Amy Chiang
Senior Project Manager: Mike Antonellis
Product Information Manager: Mark McNaul
Agency Product Specialist: Nic Duynstee
PRODUCTION COMPANY: Rakish
Director: Marc Forster
DOP: Paul Meyers
Managing Director: Preston Garrett
Executive Producer: Gabe Reiter
Head of Production: Heather Weinstock
Producer: Julien Lemaitre
Production Service Company: Asymetric
Executive Producer: Evan Landry
Executive Producer: Nick Burry
Head of Production: Robert Perry
Producer: Rod Bailey
EDIT: Spinach LA
Managing Director: Adam Bright
Executive Producer: Jonathan Carpio
Senior Editor: Damion Clayton (Courtesy of RPS)
Junior Editor:Derrick Monks (Courtesy of RPS)
Assistant Editor:Shelly Rose (Courtesy of RPS)
Senior Post Producer: Cristy Torres
COLOR: Company 3 Color
Senior Colorist: Jill Bogdanowicz
Senior Producer, Color: Matt Moran
Senior Executive Producer: Ananda Reavis
POST PRODUCTION FINISHING: Company 3 Finish
Lead Flame Artist: Brian Conlon
Flame Artists: Matt Welch, Ian Holland, Kelly Bumbarger, Mandy Sorenson
Senior Executive Producer: Ananda Reavis
Associate Producer: Kayla Arendts
MUSIC: Butter Music and Sound
Executive Producer, Butter: Sound Annick Mayer
Senior Producer, Butter Sound: Stone Irr
Sound Designer, Mr. Bronx: David Wolfe
Sound Design EP, Mr. Bronx: Hanna Choi
AUDIO POST: Margarita Mix
Audio Post: Mr. Bronx
Sound Design: Geoff Strasser
Creative Director: David Wolfe
Audio Post EP: Hanna Choi
Audio Post Associate Producer: Maggie Norsworthy
Sound Mixer: Nathan Dubin
Executive Producers: Whitney Morris & Paula Arnett
Operations Manager: Brian Frank
View the original article HERE.