2014 Super Bowl
Our task for the 2014 Super Bowl was to launch Kia’s new flagship sedan, the K900. This wasn’t an ordinary car launch though. The K900 had a sticker price above 50k, which meant we were going to have to convince people that Kia, a brand often associated with value, was capable of producing a world-class luxury sedan that could compete with the established players in the category. To accomplish this we borrowed a character from pop culture who was known for getting people to challenge their perceptions.
To aid in the launch of the K900 we created a body of work that lived both before and after the Super Bowl. Ranging from heady dialogue about questioning perceptions to simple sexy sheet metal, it helped to fuel the notion that the K900 was going to challenge the way people looked at the luxury category.
ECD: Colin Jeffrey
ACD: Kriss Moller
CW: Courtney Pulver
AD: Mike Wilson