Kia introduces a new use for its Telluride SUV in a spot featuring NBA star Draymond Green—chasing loose basketballs.
The spot, which debuted this week as the NBA season began, shows Green retrieving a ball deep in the woods, while being chased by a wolf as he escapes in a 2024 Telluride X-Pro SUV (which the brand notes is “wolf grey” in color). It turns out the runaway ball is a result of some basketball practice Green was getting in with his daughter, Olive.
The ad marks the beginning of a campaign called “Legends in the Making” that will feature Green, who balances playing for the Golden State Warriors with a budding media career, including a podcast show.
The campaign comes from Opus, an agency founded by Omar Johnson, former Beats by Dre chief marketing officer and Apple VP. Opus is new to Kia’s roster. The automaker in a press release described the shop as its “new technology and creative partner.” A Kia representative said David&Goliath remains Kia’s agency of record.
“Kia wanted the perfect partner, and we recommended an athlete who captures the spirit of the Telluride—rugged, durable and multidimensional,” Johnson said in a statement. “That guy is Draymond, and our analytics agreed.”
Russell Wager, VP of marketing for Kia America, in a statement said: “Our partnership with Opus allows us to connect with our audience with speed and precision. We can’t wait to unveil even more surprises for fans as the season unfolds.”
Kia is a longtime NBA sponsor.