Kia and longtime agency David & Goliath deliver Super Bowl XLV viewers a blockbuster Optima ad with exensive special effects and an ambitious scope: land, sea, space and even time.
The minute-long spot rolled out early, about a week before game time, and was complemented by social media promotion and a giveaway -- five free Optimas to consumers who could solve puzzles scattered through the pre-game and game ads.
"If you absolutely have to show a car driving down winding roads, you might as well have it journey across the universe and time as well," Ad Age's ad reviewer wrote at the time.
Kia and David & Goliath were making their sophomore Super Bowl ad appearance, following "Joyride" in 2010. They would keep coming back, with commercials including "A Dream Car. For Real Life" in 2012, "Hotbots" and "Space Babies" in 2013, "The Truth" in 2014 and more.
Director: Noam Murro, who also directed the feature film "300: Rise of an Empire" as well Kia's 2012 spot. Production company: Biscuit Filmworks. Director of photography: Toby Irwin. Senior executive producer: Shawn Lacy. Executive producer: Colleen O'Donnell. Producer: Jay Veal. Production Supervisor: Jennifer Berry.
Chief creative officer: David Angelo. Executive creative director: Colin Jeffery. Associate creative director/art director: David Cuccinello. Associate creative director/copywriter: Napper Tandy. Executive producer/managing director: Carol Lombard. Executive producer: Paul Albanese.
Editorial: Final Cut. Editor: Rick Russell. Executive producer: Saima Awan. Producer: Jennifer Miller. Assistant Editor: Jacob Kuehl.
Telecine: Company 3. Colorist: Stefan Sonnenfeld. Post production: Animal Logic.
Music and sound design: Stimmung. Composer: Robert Miller.
AGENCY: David & Goliath
QUARTER AIRED: Q1