SOURCE: David & Goliath

David & Goliath

February 04, 2011 11:20 ET

David&Goliath Returns to Super Bowl With 'Epic' Campaign for Kia

"One Epic Ride" Is Centerpiece of Multi-Faceted Campaign for the All-New 2011 Kia Optima

LOS ANGELES, CA--(Marketwire - February 4, 2011) - Following the success of its Super Bowl advertising debut for Kia Motors America last year, LA-based independent agency David&Goliath (http://dng.com) is returning to the Big Game, and has created a fully integrated and interactive marketing campaign for Kia's all-new 2011 Optima midsize sedan. And it's definitely "Not your average midsize sedan."

The centerpiece of the campaign is "One Epic Ride," a cinematic 60-second spot that will air during the first quarter of Super Bowl XLV. The spot demonstrates the extreme measures people will take to get their hands on the all-new Optima, a midsize sedan that defies the conventions of the segment. People across space and time -- from police and villains, to aliens and ancient chiefs -- try to snatch the Optima from the clutches of others and put themselves behind the wheel. Their desire for the Optima drives them to great lengths, and takes the viewer on a wild adventure. Even Poseidon wants to take the Optima for a spin.

"There's no bigger national stage for marketers than the Super Bowl, and we couldn't be more excited to partner with Kia on its second showing at the Big Game," said David Angelo, chairman and chief creative officer of David&Goliath. "The Optima is 'not your average midsize sedan,' and nothing about our Optima launch campaign is average either."

To view the spot, go to: http://www.youtube.com/watch?v=BLGj6iSZvak

An extension of the ad campaign, "One Epic Contest" (www.oneepiccontest.com) gives fans the chance to win one of five all-new 2011 Optimas, and invites consumers to embark on their own adventure through an online grid-based hieroglyphic game set in an ancient temple. In the days leading up to the Super Bowl this week, gamers must use their wits and discover clues hidden within various media channels, including 15-second TV spots, print ads and social media postings, to answer the series of four questions. The fifth question will be released following the airing of Kia's Super Bowl spot on Sunday. Upon answering all five questions correctly, a final challenging puzzle game will be revealed and the first five participants to solve the final puzzle before 11:59 p.m. ET on February 7 will win an all-new 2011 Kia Optima.

"The midsize sedan category is renowned for being expected, practical and boring," said Colin Jeffery, executive creative director of David&Goliath. "This campaign is the antithesis of that -- we're positioning the Optima as an object of desire. It looks badass, it's powerful, it's fuel-efficient, it's spacious, has loads of standard technology, and even offers features never before seen in this segment."

Additional campaign elements include digital, print, outdoor, in-dealership components and direct mail, which reflect the "One Epic Ride" concept and direct people to www.kia.com.

David&Goliath's second showing at the Super Bowl comes at a time of growth for the 10-year old agency, which has steadily established itself as a strategic and creative powerhouse. D&G recently bolstered its creative and leadership teams on the heels of new business wins including the California Lottery and CKE Restaurant's Carl's Jr. and Hardee's.

About David&Goliath
Founded in 1999, David&Goliath is an independent, national and international full-service creative agency that is dedicated to thinking creatively about any and all ways to build its clients' business. Current clients include Kia Motors, The California Lottery, Carl's Jr., Hardee's, Universal Studios, Bacardi and MGM Hotel/Casinos, to name a few. David&Goliath's mission is to be the antithesis of the traditional advertising agency -- no strings, no conflicts, no limitations. Brave in the face of goliath marketing challenges, David&Goliath is about overcoming something big. For more information, visit www.dng.com.

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