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Creative

Kia’s Nostalgic Nod to the Great American Summer Road Trip

David & Goliath developed 'Let’s Road Trip, to reclaim the days of the summer as the country slowly begins to reopen

Kia’s Nostalgic Nod to the Great American Summer Road Trip

Remember how we’d just get in our cars and drive? It didn’t even matter where to. Windows down, the summer breeze blowing through our hair. A longing that’s so familiar you can almost feel it. As the summer season begins and we safely move toward a new normal, let’s take a trip back to a time when the Great American Road Trip was very much the fabric of our lives.

In the spirit of Kia Motors America’s brand ethos, Give It Everything, inspiring what’s possible, the brand has launched a new campaign, ‘Let’s Road Trip,’ which harkens back to forgotten times as it celebrates this uniquely American tradition. Knitting together curated vintage 8mm footage from the golden age of the road trip, with present-day imagery from Kia’s award-winning model lineup, it connects the past with the present, or, more importantly, provides us with a glimpse into our future.

Created by David&Goliath, ‘Let’s Road Trip’ began broadcasting nationally Friday, June 5th. The hero spot is a 60 second that underscores our shared human need for freedom, something that’s been curtailed for so very long by global events. The film begins with a reminder of simpler times: “Remember how we’d just get in our cars and drive?” A series of retro, nostalgic shots follows, featuring, among others, a little boy ready to depart with his suitcase, a father and son on a fishing trip, and a waving rancher passing by with his herd. 

The voice-over goes on to assert a hands-down win for the car in a time when getting on a plane seems a far-off prospect: “It might be a while before we’ll see America from 35,000 feet. But the view from six feet is even better.” Then, the voice-over reminds us of some of the pleasures of stopping along the way for, among other things, boiled peanuts (a southern delicacy). Before ending with an epic aerial shot of a lone highway cutting through the Texan plains, and the call-to-action: “C’mon America, let’s pick up where we left off. Let’s Road Trip.”

Additional campaign elements include 30, 15, 06 second spots running on national broadcast. The campaign will also feature online banners, social posts, and dealership elements.


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Agency

Agency: DAVID&GOLIATH

Founder & Creative Chairman: David Angelo

President: Yumi Prentice

Chief Strategy Officer: Laura Forman

Executive Creative Director/Copywriter: Mark Koelfgen

Group Creative Director/Art Director: Frauke Tiemann

Group Creative Director/Art Director: John O’Hea

Group Creative Director/Copywriter: Steve Clarke

Creative Director/Copywriter: Chris Pouy

Associate Creative Director/Art Director: Bernice Chao

Associate Creative Director/Copywriter: Sarah Mosseller

Freelance Associate Creative Director/Copywriter: Sara Becker

Senior Copywriter (social): Chris Davis

Art Director (social): Lisa Donato

Managing Director, Broadcast Production: Paul Albanese

Executive Producer: Karen Jean

Executive Producer: Christopher Coleman

Director of Business Affairs: Natasha Royzina

Senior Business Affairs Manager: Yenia Paez

Business Affairs Manager: Marlon Pineda

Associate Business Affairs Manager: Amy Santana

Group Strategy Director: Donesh Olyaie

Senior Strategist: Jasmine Spraglin

Junior Strategist: Beka Tesfaye

Communications Planning Director: Jeff Cannata

Associate Communications Planning Director: Natalie Gomez

Analytics Director: Taylor Grant

Senior Print Producer: Elisa Atwood

Associate Director of Project Management: Genie Lara

Senior Project Manager: Donna Alexander

Senior Project Manager: Paul Stephens

Junior Project Manager: Anna Carnochan

Managing Director: Jeff Moohr

Account Director: Candace Logan

Management Supervisor: Christine Phillips

Assistant Account Executive: Jillian Littleton

Account Coordinator: Sarahi Meza

Managing Director, Integrated Production & Technology Services: Peter Bassett

Executive Digital Producer: Justine Kleeman

Associate Digital Producer: Jessica Sosa

Digital Designer: Meagan Steinkamp

Digital Designer: Kurtis Mirick

Management Supervisor, Digital: Sarah Masket

Assistant Account Executive, Digital: Britney Bencomo

Production Company

Production Company: Existing Footage

Editing

Editorial Company: Spinach, LA

Editor/Managing Director: Adam Bright

Assistant Editor: Jay Lee

Executive Producer: Jonathan Carpio

Post Producer: Patricia Gushikuma

Colour

Colour Correction Company: A52 Color

Colourist: Daniel De Vue

Executive Producer: Thatcher Peterson

Producer: Jenny Bright

VFX

VFX Company: A52 VFX

VFX Supervisor: Urs Furrer

2D VFX Artists: Jesse Monsour, Hugh Seville, Adam Flynn, Dan Ellis, Kevin Stokes

Producer: Andrew Rosenberger

Executive Producers: Patrick Nugent and Kim Christensen

Managing Director: Jennifer Sofio Hall

Mix

Mix: Margarita Mix Santa Monica

Mixer: Nathan Dubin

Operations Manager: Brian Frank

Executive Producer: Whitney Morris

Music

Music: Associated Production Music

‘Round The Campfire’

Composers: Rick Cassman and Samuel Harry Cassman

Category: Automotive , Cars

Genre: Dialogue , People , Storytelling