Press Releases - David&Goliath - David&Goliath Press Releases at en-us Copyright 2018 Why David&Goliath Built a Website That's 9 Miles Long 2017-12-20 16:56:34 #BuildSomethingBetter Campaign Shows Kids’ Honest Reactions to a New Toy Called “The Wall”


When it comes to Trump’s border wall, even kids can tell a bad idea when they see one.


“You can’t do anything with it.”

“Why would you just make a wall?”

“This wall is breaking the fun apart.”

“I hate it.”


These are just a few of the negative (non-scripted) reactions from real kids featured in this video as part of a new campaign to raise awareness of immigrant rights and to help stop the wall’s construction.


In the video, a group of kids participate in a focus group. The moderator reveals a new toy called “The Wall,” asking for their honest feedback. Needless to say, the kids are not impressed. And instead of building a wall that separates people, they start building things like houses, parks and rocket ships. Because even kids can see that there are better things to build than a wall. #BuildSomethingBetter


At the end of the video, viewers are directed to where they can donate to the cause or sign a petition against the wall.


Tapping into the perspective of children and seeing their honest reactions is a powerful way to show that a wall will only be another thing standing between them and a better future. In the coming weeks, Trump will be choosing the prototype for his border wall, which is estimated to cost billions of dollars. Immigrants need help now more than ever. But in order to stop the wall from being built, this can’t be a Republican vs. Democrat conversation. It needs to be a human conversation – because immigrant rights are human rights.


Attached is a screen grab and below are creative credits. If interested, I’d be happy to offer up a spokesperson from D&G to talk about the concept behind the campaign. Patricia Ortiz, Program Director at Esperanza Immigrant Rights Project, is also available for on-the-record interviews.





About Esperanza Immigrant Rights

Esperanza Immigrant Rights Project is helping to build better lives for some of the most vulnerable immigrants in the Los Angeles area. They are a public interest legal organization working to teach, defend, and empower children and adults by giving them the tools they need to navigate the complex immigration system.


Agency: David&Goliath

Founder & Chairman: David Angelo

Chief Creative Officer: Bobby Pearce

Executive Creative Director: Ben Purcell

Creative Directors/Art Directors: Robert Casillas, Fernando Reis

Creative Directors/Copywriters: Courtney Pulver, Marcelo Padoca

Sr. Interactive Art Director: Matt Koulermos

Group Account Director: Michele Tebbe

Director of Broadcast Production: Paul Albanese

Director of Digital Production: Peter Bassett

Sr. Broadcast Producer: Brandon Kusher

Broadcast Producer:  Marisa Bursteen

Director Business Affairs: Rodney Pizarro

Business Affairs Manager: Yenia Paez

Digital Analytics Manager: Shaun Jacobs

Social Media Strategist: Noelle Suarez


Production Company: Caviar

EPs: Jasper Thomlinson, Kim Dellara, Michael Sagol

Director: Jordan Bahat

Producers: Michael Tahan, Megan Porche

DP: Andrew Wheeler


Mixing: Margarita Mix

Re-Recording Mixer: Paul Hurtubise

Re-Recording Assistants: Brian Frank, Mike Murzyn, Sean Melia

Executive Producer: Michele Millard


Editorial: Cut&Run

Editor: Ben McCambridge

Producer: Evan Cunningham

Executive Producer: Amburr Farls

Managing Director: Michelle Eskin


Finishing: Jogger Studios

Executive Producer: Rich Rama

Lead Flame Artist: Shauna Prescott

Flame Assistant: Jorge Tanaka

Producer: Lynne Mannino


Music by Nick Sena

2017-12-05 00:00:00
Bo Jackson & Brian Bosworth Star in Tecmo Bowl-Inspired Ad Campaign for the Kia Sorento SUV Bo and The Boz Face Off Once Again as Kia's Largest and Most Capable Utility Vehicle Uses Power and Agility to Safely Zig and Zag Up and Down the Field

- "MVP of SUV's" campaign includes the 30-second "Tecmo Bros" as well as 30- and 60-second "Tecmo Bo" spots available now at; 30-second ads will make their broadcast debuts this month on NBC's "Sunday Night Football"

- Ads take football fans - and the advanced crash avoidance and infotainment technologies of Kia's best-selling SUV - inside one of the most influential video games of all time

Football is back! And nearly 30 years after crossing paths in Seattle, football legends Bo Jackson and Brian Bosworth find themselves once again on a collision course – but this time with a very different result – in a new advertising campaign debuting online today for Kia Motors' award-winning Sorento. When the "MVP of SUV's" effort makes its broadcast debut this Sunday, it will mark Kia's third consecutive season with NBC's "Sunday Night Football," and offer a new twist on Tecmo Bowl, still considered one of the best sports video games ever nearly three decades after its release.

  Bo Jackson and Brian Bosworth Go Head-to-Head in Tecmo Bowl-Inspired Campaign for the Kia Sorento SUV

Blending live action footage with Tecmo Bowl's signature 8-bit graphics and sound effects, the two spots – "Tecmo Bros" and "Tecmo Bo" – place the Sorento in the center of the action; and with unstoppable running back Bo Jackson behind the wheel, the advanced technology and driver assistance features of the "MVP of SUV's" allows him to dominate once more, with only Brian Bosworth standing between him and the goal line in "Tecmo Bros."

"At Kia, we are always looking to stand out, and using the Sorento to take football fans inside a beloved video game and bring two legendary players roaring back in all their 8-bit glory was an opportunity that was simply too good to pass up," said Michael Sprague, chief operating officer and EVP, Kia Motors America (KMA). "Sunday Night Football has been the top-rated primetime show for five straight years, and after our football-themed advertising helped push Sorento sales up more than 13 percent in 2015, returning this year was a no-brainer."

Created by David&Goliath, KMA's advertising agency of record, the "MVP of SUV's" campaign showcases the 2017 Sorento's extensive list of standard and available driver assistance and infotainment features, including: Forward Collision Warning and Autonomous Emergency Braking[1]; an intelligent and fully active all-wheel drive system; and the latest generation of Kia's voice-activated UVO infotainment and telematics system featuring Android AutoTM[2] and Apple®[3] CarPlay which can be paired with a 630-watt, 12-speaker Infinity®[4] premium audio system that uses Clari-FiTM4 technology to rebuild audio details lost in digitally compressed music.

"Football fans remember these legendary players, and paired with the ever-lasting popularity of Tecmo Bowl, we believed these were the perfect channels to communicate the power, intelligence and nimble handling of the Sorento," said Colin Jeffery, chief creative officer, David&Goliath. "The play on technology in terms of blending the old video game graphics with the new advancements in the Sorento illustrates just how far Kia has come and how advanced this SUV truly is."

2016-09-09 00:00:00
Park Pictures' Christian & Patrick Get Superstitious with Numbers for the California Lottery David & Goliath champions the power of five in quirky new ad

Park Pictures' Christian & Patrick Get Superstitious with Numbers for the California Lottery

Park Pictures directing duo Christian & Patrick take superstition to a new level in the new 60 second “Forever 5” for the California Lottery, out of David & Goliath.

The spot features a man who obsessively maneuvers every aspect of his life to revolve around the number five. He wakes each day at 5:55a.m., counts his daily actions in units of five, takes five shots of espresso in his coffee, designs a road trip around measurements of five—all because of a lottery win on the number from years ago that he continues to worship and revere. 

2016-05-03 00:00:00
Popchips Names David&Goliath as Agency of Record Snack CMO Says Plans Include Strategy and Creative Work, New Products for 2016 

By Jessica Wohl. Published on December 14, 2015.

Popchips named David&Goliath as its agency of record, the latest marketing shakeup as the marketer of popped snacks prepares for new product launches in 2016.

The relationship between the two Los Angeles-based companies gives David&Goliath responsibility for all of Popchips' advertising and creative work, along with work on brand repositioning.

Popchips did its first TV campaign in fall 2014 with the focus on "all the flavor, half the fat" of mainstream potato chips in spots from agency Dandelion.

"We feel like it was a good campaign, but as we move into the future and we launch products that we think are going to massively expand our position in the category" the brand probably needs a new marketing message, said Chief Marketing Officer Marc Seguin. He envisions a "full 360 campaign" that for now will not include TV but will include elements such as in-store activation, field marketing, digital and social.

Mr. Seguin, who joined the company about 18 months ago, said Popchips decided a few months ago that it wanted to have a mission, vision and campaign with a unified feel. It decided to bring in a strategic agency to help craft those ideas as well as a campaign for new product launches set for 2016.

Instead of a formal request for proposals and pitch process, the marketer asked a few agencies to meet and brainstorm for a few hours, and felt it had "an amazing fit with David&Goliath," Mr. Seguin said. In a statement, D&G Founder and Chairman David Angelo said the agency is "excited to partner with what we consider to be an ultimate challenger brand."

Popchips is the latest addition to David&Goliath's client roster and follows another food-related win. David&Goliath became the lead agency for Jack in the Box this summer after being named to the chain's agency roster early in the year.

Popchips entered the market in 2007, positioning its popped snack products made without oil as lower-fat alternatives to traditional chips, a category dominated by PepsiCo's Frito-Lay with brands such as Ruffles and Lay's. While Popchips enjoyed rapid growth following its launch, aided by advertising featuring celebrity backers such as Katy Perry, lately sales have slowed.

U.S. sales hit a peak of $81.8 million in 2012 and have declined each year since then, with sales of $54.7 million expected for 2015, according to Euromonitor International. Popchips is the 62nd largest brand in the overall U.S. sweet and savory snacks category, with 0.1% of category sales, Euromonitor data shows.

While Mr. Seguin would not discuss the new products in much detail, he said they are made with the same types of ingredients as existing Popchips but with "a materially different taste experience" that has "bolder flavor and more crunch." They are set to hit select markets in March and go national in May. "We're going to be spending very aggressively against the new products," he said.

The advertising and product changes come after Popchips brought in its second CEO in less than two years. David Ritterbush was named CEO in November. Prior CEO Paul Davis, whose earlier work included years at rivals Frito-Lay and Kettle, moved into an expanded board role as co-chairman alongside Popchips Co-Founder Keith Belling.

Popchips, which is majority owned by Brussels-based holding company Verlinvest, declined to share its sales figures. Smaller investors include Ms. Perry, Ashton Kutcher and Sean Combs. Mr. Seguin said that while Popchips has been a celebrity-driven brand since its early days, there are "no plans to use them in campaigns" for now.

This article originally appeared on AdAge.

2015-12-14 00:00:00
David&Goliath Continues Its Expansion, Naming Its First Executive Creative Directors Jack in the Box win sparks hires and promotions By Patrick Coffee 

Independent agency David&Goliath surprised quite a few in the industry this summer when it poached the Jack in the Box account from Secret Weapon, the shop launched more than two decades ago specifically to serve that West Coast burger chain.

Since then, the agency's growth has accelerated—and this week it restructured its creative department by naming its first three executive creative directors. Former group directors Ben Purcell and Steve Yee have been promoted from within while Bobby Pearce joins the shop after serving as ecd at IPG's dedicated Microsoft unit M:United.

The new executives will report directly to chief creative officer Colin Jeffery, who was promoted along with president Brian Dunbar when Angelo stepped down from the lead role last July.

After tapping David&Goliath to create a regional spot for Super Bowl XLIX in late 2014, Jack in the Box chose to move its entire account to the new agency. Angelo told Adweek that this win provided much of the impetus for the approximately 40 hires his agency has made over the past four months.

"We never had this sort of team in the past; it was always just me and Colin at the top," Angelo said. "These new leaders will work together helping each other spear accounts and come up with big creative ideas." Regarding his agency's hiring criteria, he said, "We have a pretty simple solution here: Be authentic; be hardworking; be nice."

Chief digital officer Mike Geiger, who left J. Walter Thompson New York to join David&Goliath in January, recently spoke to Adweek about the agency's plans to take its digital practice to the next level, noting that he has "hired six or seven digital creatives" in his six months at the shop. Angelo described today's announcement as "part of the same general expansion. We want this to be careful growth. We're not looking to become 'big' by any means, but we want to grow the agency right."

This latest wave of hires is not yet finished. Angelo said, "We're not only taking our clients to the next level but positioning the agency for future growth. We're still looking for our fourth ecd, which will complete the team."

The El Segundo agency, which describes its modus operandi as helping "challenger brands fight their way to market leadership," is best known for its Kia work, including last year's Super Bowl spot starring Pierce Brosnan.

Regarding future campaigns, Angelo said, "When you look at our work for all of our brands, there's always been a common spirit: optimism and inspiration." He did not specify what sort of work to expect in the months to come, but David&Goliath's biggest pending project is undoubtedly Kia's seventh consecutive Super Bowl ad.

2015-11-06 00:00:00
How This Creative Agency Plans to Take Digital to the Next Level Just don't call it content, says David&Goliath's Mike Geiger By Lauren Johnson

Current gig Managing partner, chief digital officer at David&Goliath
Previous gig President and chief integration officer at JWT North America
Twitter @tastytruth
Age 48

Adweek: You're responsible for building the agency's digital practice. How are you doing that?
Mike Geiger: David&Goliath already has an amount of digital work coming in from most clients—I want to raise it to the next level. I've only been here six months, but I've already hired six or seven digital creatives. We started an analytics department. We hired a digital strategist [and] production people. We're starting a content studio because everyone talks about content. I'm also overseeing all of broadcast, print and studio production, so it's not just digital.

You've spent years working in digital at JWT and Goodby, Silverstein & Partners. What's changed in the way that you get briefs?
Clients are definitely getting way more knowledgeable about digital. At the same time, it's tough to keep track of all the stuff coming out. A lot of times even the agencies don't know what to do. For example, Periscope. I know you can do something useful with it, but someone has to come up with it. I haven't seen it out there yet. When you see Snapchat, Periscope and all these things coming out, you really have to ask yourself, "What's good for my brand?"

David&Goliath was behind Kia's Super Bowl commercial this year with Pierce Brosnan. Are you planning any digital activations for next year?
We're already working on the Super Bowl spot for Kia. Digital has a heavy involvement, but we're trying to figure out the direction that we want to go. When you start planning in May and June, everyone is sticking their heads together to come up with a cool thing for the Super Bowl. It's not just a TV spot—that's the big challenge.

Why did you leave a high-level gig at JWT for David&Goliath?
I realized after a while that I was pretty distant from the work. It was more like running an office with a couple partners. One day I got a call from David&Goliath, and the founder David [Angelo] made a big impression on me. They're independent, somewhat of a boutique shop. To be honest, I hadn't heard much about them because they're fairly low profile, but then when I looked at all the work, I said, "That's interesting." I knew L.A. was booming. When you look at Deutsch and 72andSunny over the past three or four years, they've been doing really well and expanding rapidly. A lot of smaller shops and startups are around here, and some parts of Silicon Valley are moving [to L.A.].

Biggest buzzword that you're tired of?
Content. Agencies have been doing content for 40, 50, 60 years—a TV spot is content. And if you put a TV spot on YouTube, you have content. When I left JWT, there were a couple of people who said to me, "You should start a content company." That's when I realized clients want stuff cheaper and faster. It's great, but at the same time, it's a big buzzword. Even when agencies now say they're building a content division, it's not easy. Agencies are used to doing a certain type of work. It's hard to change a habit, but it can be done. 

2015-11-02 00:00:00

The NBA star gives us a glimpse at what appears to be the green room for greatness.

For any top performer, be it chess, ballet or basketball, there is a higher plane of consciousness achieved when the mind, body, and skill set are perfectly aligned. This place is commonly referred to as The Zone. For those of us never lucky or talented enough to reach such heights, NBA star Blake Griffin gives us a glimpse into this green room of greatness in a new Kia ad. 

In the spot, by agency David&Goliath, our invitation comes courtesy of the Kia Optima. The Los Angeles Clipper forward is relaxing and reading the paper, a picture of calm, but as he lifts off in dunk mode, we learn this tranquil oasis of higher achievement is actually just a state of mind, that you can somehow maybe drive to. 

View the original article on FastCompany

2015-10-27 00:00:00
AdForum Exclusive: 5 Questions for David&Goliath's David Angelo on the New Kia Campaign Featuring NBA Star Blake Griffin

AdForum was fortunate enough to once again catch up with David&Goliath founder and chairman David Angelo to delve into the creative process behind one of the agency’s newest ad campaigns.

AdForum: The creative philosophy at David&Goliath is built around a core concept: Brave. This formidable idea informs every nuance of David& Goliath’s brand, from a general attitude toward approaching professional challenges to the personal goals of D&G employees. How did “Brave” influence the creative thought behind the Kia campaign?

David Angelo: At D&G, we see the philosophy of being brave as being true to who you are. For instance, it takes a lot of courage to embrace your core truth, especially when you are a challenger brand like Kia Motors. Embracing this challenger spirit has enabled Kia to be more creative and cut through the clutter and stand out amongst the sea of sheet-metal sameness. Because of this spirit, Kia is more than a car brand. It’s a mind-set of bravery.

AdForum: Basketball star Blake Griffin is both understated and really funny in the new Kia ad, assuming a Zen-like calmness that represent his state of mind during frenzied NBA games where the stakes are incredibly high. What thought process led to David&Goliath choosing comedy for the Kia campaign? Also, the newspaper headline is hilariously on point and ties the ad together, whose idea was that?

David Angelo: When you get to know Blake on a more personal level, you quickly realize he is much more than a basketball star or a celebrity spokesperson. He is a brand unto himself. And like anything, the key is to stay true to one’s brand identity. Blake has a very distinct persona that is unlike any athlete out there, both on and off the court. Other celebrity athletes are just pitchmen. Blake is anything but that. His persona comes out of his just being who he is and delivering product features in a way that comes from his own voice. In the end, this makes for a more genuine deadpan delivery. The more we hold back from trying to make him “funny,” the funnier he is. And as far as the newspaper headline, it’s another example of that restraint. That comes from collaboration between agency, client, and Blake.

AdForum: Though athletes and artists may not have much in common on the surface, they both understand what it means to be “in the zone” – that feeling when the rest of the world disappears and you slip into a level of consciousness where excellence in performance and creativity are divinely automatic. As the founder and chairman of David&Goliath, what personal experiences do you have with “the zone” and did those experiences influence the Kia campaign?

David Angelo: I’ve always believed that when you are true to who you are, then you love what you do. Work feels more like play. And through self-awareness of this concept, you catch yourself in those moments of play and feel unstoppable. That’s what the zone is all about. It's that feeling, that buzz you get when you know you’re in the right place at the right time, and your almighty super-self tags in and says, “Step aside. I got this.”

AdForum: When developing the concept for the Kia ad, what particular brand strengths and attributes about Kia, and the Optima, did David&Goliath focus on to differentiate the Kia Optima from the intense competition out there in the auto category?

David Angelo: The midsize sedan category has always been a world of vanilla and compromise. To help the Optima stand out in this crowded segment, we leveraged Kia’s challenger spirit to position it as a mind-set for a more premium midsize experience. We did so by giving new meaning to a very aspirational sports metaphor and making it synonymous with the next-generation Optima.

AdForum: Why did David&Goliath decide to use Los Angeles Clippers star Blake Griffin in the Kia campaign? What particular qualities does Blake Griffin have that complement the Kia brand? 

David Angelo: When searching for the perfect spokesperson for this role, we didn’t just fill in the blank. Rather, we chose someone who shared a similar mind-set with Kia. Someone with a strong work ethic. Someone unexpected. Someone understated. Someone you’d like to hang out with all-day long. Because when you bring together two like-minded brands, you end up with something that is in the zone. 

2015-10-27 00:00:00
Ad of the Day: Blake Griffin Is in the Zone as Kia Kicks Off Another NBA Season Join him in your 2016 Optima

By Tim Nudd 

Blake Griffin usually soars over everyone else. But in David&Goliath's latest Kia campaign, the Los Angeles Clippers star ascends to new heights: a dreamworld where only the most effortlessly cool competitors—and car drivers—reside.

The spot below, titled "Next Level," timed to the opening of the NBA season this week, is the first of four that will highlight the next-level performance of the 2016 Kia Optima. Griffin, as usual, doesn't break a sweat in terms of his acting—he really is among the most natural performers onscreen, which suits the plot of "Next Level" perfectly. 

Whether the Optima will make you feel like you're dunking over other drivers is another matter. But this campaign is already in the zone. Look for the three other spots—"PB&J," "Chess" and "Weatherman"—to roll out over the course of the season. 

View the original article on Adweek

2015-10-26 00:00:00
Blake Griffin goes into the zone, reads a newspaper in his first new ad of the NBA season By: Nina Mandell | October 26, 2015 8:54 am 

It’s NBA season eve which means in addition to the new uniforms, the new lineups and new hopes for fans everywhere that this is totally their year, comes a slate of new commercials. In the latest one from Kia, Blake Griffin goes into the zone — that same zone where he goes to fly over defenders and slam in a bucket — but in this ad stops to read the newspaper and have a full-length conversation.

He then employs the signature Griffin wink and flies into the sunset. Also the basket. 

View the original article on USAToday

2015-10-26 00:00:00
AdForum Exclusive: 5 Questions for David Angelo, Founder and Chairman of David&Goliath

AdForum caught up with David&Goliath founder and chairman, David Angelo, to explore the philosophy and culture at the creative agency, and in particular how those influences informed its recent work on the successful 2015 Kia Optima campaign.

AdForum: The creative philosophy at David&Goliath is built around the word “Brave” and all of the connotations and denotations that characterize the concept. How did David&Goliath use “Brave” to develop this new campaign for the 2015 Kia Optima – particularly in the auto industry, which is notoriously competitive and crowded with ads?

David Angelo: There is an element of unexpectedness that is particularly true of Kia products which is often brought to life in the advertising. With this campaign, we wanted audiences to be just as surprised by the story as they would be by the Optima, and in turn help shift perceptions of the brand. However, we wanted to be authentic to Kia, which is where brave comes in. Brave, in this sense, is about being true to who you are and inspiring others to do the same. 

AdForum: Humor, when it works, wins big. Humor, when it fails, flops miserably. When did David&Goliath decide to use humor in creating the campaign for the 2015 Kia Optima, and how did the creatives involved know that the humor would be successful?

David Angelo: A core attribute of Kia is its playful spirit, which has evolved and continues to evolve. Humor is a result of that spirit, so it was naturally going to make its way into many of the ideas. As mentioned previously, one of our goals was to shift perception of the brand, which required a fairly serious message. Its humorous undertone helps deliver a message in a way that people can relate to without feeling like they are being sold to.

AdForum: In the “Quit Job” ad – which is hilarious – there is clearly a very personal element to the story and the relationship between the father and his son. Did this idea stem from someone at David&Goliath’s personal experience, or, if not, how did you come up with the concept? 

David Angelo: The idea for the ad came at the intersection of two thoughts: an insight about the different mindsets of today’s generation vs. yesterday’s, and a personal past experience. Today’s generation places a strong value on enriching experiences, something social media has exponentially amplified. At the core of it is a more holistic view of life, one that simply wasn’t as clear in prior generations for several reasons. The thought of quitting a job for anything other than another job was ludicrous. The manifestation of the insight was inspired by an opportunity I had in 1992 to leave everything behind and take a month-long cross-country road trip. However, as fate would have it, I was offered an incredible opportunity to work on a U.S. Presidential campaign. Two amazing once-in-a-lifetime experiences. I chose the latter. However, I still long for the open road.

AdForum: The 2015 Kia Optima campaign is featured in both English and Spanish. Did David&Goliath have to change the ads in any way to more effectively engage the separate demographics, or was the messaging in the ads so universal that they required little or no customization? (Please explain.)

David Angelo: There’s a message of pursuing your passions through exploration which is universal. The difference comes in the mechanics. In the English version of “Quit Job", the son quits his job and sells all his possessions so that he can go off and collect more experiences. It works for general market, because the idea of removing the self-imposed complexities of life (the job being one of them) to make room for experiences that truly matter is a common desire. For the Spanish version “Dias de Vacaciones", the son doesn’t quit his job since it’s not seen as a hindrance, rather he uses his hard-earned and saved vacation days to make the same trip of a lifetime. In order for the message to come through to different audiences, different perspectives needed to be taken into account. 

AdForum: The theme line for the 2015 Kia Optima campaign is “Discover the New Kia.” How did the idea of “discovery” inform the creative process, and how did David&Goliath make such a challengingly intangible idea come to life in the ads?

David Angelo: The idea of discovering the "New Kia" had been in the works for quite some time leading up to this campaign. Kia’s products have progressed rapidly over the past few years and, in some cases, surpassing those of our close competitors; however, perception lags behind reality. “Discover the New Kia” is about giving people permission to explore new and updated models that genuinely exceed expectations. Whether it’s finding out about some unique features or learning about the Optima’s high performance creds, we want people to discover what the millions of Kia drivers already know, and in doing so, we hope consumers will find a whole other side to the brand previously unseen. 

2015-10-25 00:00:00
Every Kid Gets a Trophy? No Thanks, Says Kia in This Sunday Night Football Ad

'Built for football families'

By Tim Nudd 

Kia Motors takes on the "participation trophy" culture that's overtaken youth sports in this new national campaign by David&Goliath for the 2016 Kia Sorento, supporting Kia's sponsorship of Sunday Night Football on NBC.

The dad in the spot doesn't take kindly to the label on his kid's trophy, since his kid's team didn't just participate—they won all their games. He quickly takes matters in his own hands.
A second spot, meanwhile, features a mother pondering whether her son is really cut out for football. Again, it's meant to be a refreshingly honest take on how football parents are supposed to act, versus what they really think. 

The point of the spots is that football families are more competitive than most. And they don't just drive any CUV—they drive the Sorento, which has the features and accolades to match their personalities. A third spot is forthcoming.

The tagline is, "Built for football families."

Kia sponsored Sunday Night Football in 2014, but this is the first time the automaker is producing custom creative for NFL programming. 

View the original article on Adweek

2015-10-05 00:00:00
Kia Takes Father, Son On Road Trip For 2015 Optima by Karl Greenberg, September 16, 2015, 3:24 PM 

Kia is launching new U.S. ads for the 2015 Kia Optima. The effort positions the car as an aspirational vehicle for Millennials, while associating it with the enduring, young-American urge to hit the road, except not Jack Kerouac style, but in a nice car, with dad.                                                                                            The effort -- comprising TV elements, out of home, and digital -- says experience, not money, is what matters in life, and the Optima can give you that experience while also looking good, handling well, and helping you with GPS so you don't have to jump a box-car for the Denver rail yards (to strains of Dylan's own on-the-road song).

Two spots, both with Spanish-language versions, launch the tag line “Discover the New Kia.” In the first a young man confesses to his dad that he has quit his job and will hit the road to explore the U.S. of A. There's a pregnant pause, during which we expect the kid's father is winding up a left hook. Instead he confesses he wishes he'd done that when he was young. Cut to the two of them on the road together.

David Angelo, founder of David&Goliath, tells Marketing Daily that the campaign was inspired, in part, by his own missed opportunity to hit the road. “I always wanted to take a trip across America and in '92 was ready to do it.” He had planned to, but got pulled into the ’92 Presidential campaign working on behalf of one of the candidates. “So I never ever was able to take that trip,” he says.

He adds that the same idea — seeing the country from the road — is still alive in younger people. “When we were concepting, it was all about this notion of today's Millennials, and they are so much more free to do things like this; the older generation is all about work and putting their nose to grindstone.” He says the creative is about taking traditional life stories and twisting them in different way. “You expect the father to say, ‘how dare you quit,’ but we learn it was something he always wanted to do, just like I always wanted to do it.”

The larger insight, says Angelo, is that there's a generation out there that could care less about how much money they have. “They do value having great products, but ones that can deliver meaningful experiences. So, it's less about a father and son road trip than a son who wants to be able to whatever he dreams of doing; and it doesn't matter what generation you are, everyone can feel a need to break away.”

Another spot, launching next week, has a father buying his daughter a new Optima as a birthday present. But as he drives the car home, enjoying its various features, he starts to rethink the whole car-as-gift thing. Kia's long-time agency in the U.S., David & Goliath handles. The effort includes includes digital pre-roll ads, and billboards in Los Angeles, New Jersey, Chicago, Atlanta and West Point, N.Y. 

View the original article on MediaPost.

2015-09-16 00:00:00
Mid-year Survey Delves Into Streaming Content, Emerging Partnerships, Virtual Reality, Agency In-House Production Survey
For our Mid-year Report Card, SHOOT surveyed varied creative, production and post artisans and execs to gain their observations and assessments of 2015 thus far. Many also shared their views on what may be in store the rest of this year and beyond. SHOOT posed the following questions:

1) What trends, developments or issues would you point to so far in 2015 as being most significant, perhaps carrying implications for the rest of the year and beyond?

2) What work (advertising or entertainment) —your own or others’—has struck a responsive chord with you this year and why?

3) What work (advertising or entertainment) —your own or others’—has struck you as being the most effective strategically and/or creatively in terms of meshing advertising and entertainment?

4) Though gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to the creative and/or business climate for the second half of 2015 and beyond.

5) What do recent honors on the awards show circuit (Cannes Lions winners, AICP Show/AICP Next Award honorees, AICE winners or Emmy nominations spanning comedy, drama, documentary, etc.) tell us in terms of creative and/or strategic themes and trends in the industry at large?

6) What new technology, equipment or software will you be investing in later this year or next year for your company or for yourself personally, and why? Or, tell us about what new technology investment you’ve made this year and why it was a good decision - or not?

A range of respondents answered several or all of the above questions.

David Angelo, founder and chairman, David&Goliath
1) We live ina world where the next big thing is more important than being timeless. And technology has allowed us to turn marketing into a series of “one-offs” that get more hits than build brands. Is it any wonder that clients are questioning the relevance of an AOR model? I believe that the biggest trend is (and if it isn’t, it should be) authenticity. The agencies that inspire their clients to go back to their truths and use them to build more lasting relationships with people will prove the relevance of AORs.

2) For starters, I’m a father of two young girls, and the idea of “Like a Girl” should only be a compliment, not an insult. And it made total sense for Always to start that conversation. It demonstrated what it means to live a brand: It brings forth a can-do attitude to a brand that might otherwise exemplify a deterrent. That’s their brand truth, and they delivered it in the most authentic way possible. I wish I had done that.

5) If anything, the award shows have demonstrated that the most powerful technology-driven executions are also the ones that are human. They come from a human truth and serve a human purpose. Whether it’s using social media to promote awareness of ALS with the Ice Bucket Challenge or using a Samsung smartphone to help autistic kids make eye contact. 

View the full article on Shoot Online

2015-08-14 00:00:00
A David in the Land of Agency Goliaths By Ronald R. Urbach on July 23, 2015

Posted in Advertising, Digital, Marketing 

Sometimes it seems like the advertising industry is nothing but a land of Goliath’s – Goliath’s that are bent on marrying or eating one another.                                                                      

David Angelo launched the David&Goliath agency in 1999, he and his agency have had enormous success by “thinking like David,” being nimble, resourceful, creative and brave – and fiercely independent. I’d also add “slyly funny” to that list of descriptors. David&Goliath’s Super Bowl spot for the Kia Sorento poked fun at over-the-top Super Bowl ads by having former James Bond star Pierce Brosnan dodge owls and a moose on a snowy mountain road. AdWeek’s Tim Nudd listed it among his five favorite ads of Super Bowl XLIX. David&Goliath’s spot for last year’s Super Bowl – which featured Laurence Fishburne in his role as Morpheus from the Matrix singing Pucini in the back of a Kia K 900 – created a similar buzz.                                                                            

In addition to doing standout work, a successful independent agency needs to maintain a diverse client base. In addition to Kia Motors, David&Goliath works with Vizio Electronics, the California State Lottery, Universal Studios, and in the past several months has been added to the agency roster for Jack in the Box and Coca-Cola’s Zico Coconut Water brand.

The Way I See It

For all the mergers and acquisitions going on in the ad industry, the role of strong creatively focused independents is very much in demand. As a recent AdWeek article by Janet Stilson pointed out, the top 5 conglomerates grew by 1.9 percent in 2012, while the industry as a whole grew by 9.4 percent.
One factor that may be driving the success of the independents is a growing inclination among certain clients to not put all their advertising eggs in one basket. For instance, when Jack in the Box hired David&Goliath, their stated goal was to complement the work being done by Secret Weapon, which has served Jack for more than 20 years. Sometimes it’s good to have competing creative brains at the table.

The Way the Industry Sees It

I sat down with David Angelo, Founder and Chairman of David&Goliath, to talk about his agency and the benefits of staying independent. 

Read the original article on Madison Ave Insights

2015-07-23 00:00:00
Part deux: more agencies rendered as emojis Tanya Dua @tanyadua July 17, 2015 

Emojis bring the world together. So, on the occasion of International Emoji Day today, we decided to render some more agencies as emojis.

Laundry Service may have inspired the first round, but a lot of other agencies — from FCB to Mullen — sportingly submitted their suggestions for what they would look like in emoji form. We took a shot at a few others, taking inspiration from their names, their heritage or some of the most iconic campaigns they’re associated with. Here’s agencies rendered as emojis, part two: 

View the original article on Digiday

2015-07-17 00:00:00
Wake up your 'inner scrappy' May 05, 2015
by David Angelo 

The founder and chairman of David&Goliath remembers a field of golf balls that fed his entrepreneurial spirit

We are all born with this spirit – a quest to reinvent or just make stuff happen. I call it your "inner scrappy."

For me, my scrappy kicked in back in the day when there was no Internet (that we knew of) and no cable TV.

I grew up in a blue-collar neighborhood, during the recession in the ’70s. It was a time when imagination flowed out of necessity to survive as opposed to anything else.

We lived next to a playground and a vast open field that was home not to raccoons, but rattlesnakes and thousands of stray golf balls. On the other side of the field was a golf course. I don’t know the exact day it happened, but that field gave birth to an entrepreneurial spirit that has been alive in me ever since.

Each morning at dawn and again at dusk, I would comb the wild field looking for abandoned balls that I could sell back to the golfers at a reduced price: a dollar for almost new and two bits for the nicked balls with more character.

For my first sale I garnered six bucks, which was a lot for a 10-year-old growing up in those times. The effect of earning money and providing value back to people gave me a sense of pride and determination. It also inspired me to think beyond the field and look for golf balls in creeks on the course itself. One of the creeks was located right next to the cyclone fence – the barrier that separated me from that pot of gold. And since random neighborhood kids weren’t allowed to trespass, you had to be extra scrappy in order to bring the additional balls in.

From behind the fence, you could literally see the balls shining in the water. They were little beacons of hope to any wide-eyed youngster determined to get his fill. At the time, golfers didn’t have the tools (or the patience) to fish them out. Nor did they want to step in the putrid mud that surrounded the creek – mud that would stain your shoes and clothes, much like the stench of a skunk.

And that’s when my "inner scrappy" kicked into overdrive. Using pure intuition and whatever we had in our garage, my brothers and sisters (my business partners) and I created a golf ball catcher using a 20-foot-long bamboo pole with an empty pudding cup attached to the end. With great precision, we slid the pole through the cyclone fence and brought in balls no one else dared to go near. We quickly increased our quota from 10 balls a day to 40, and, in some cases, sold the balls right back to the golfers just as their golf balls hit the water.

We made a pretty good living as kids, during a time when jobs were hard to come by.

We used our money for pinball, donuts and splurging on a round of ice cream from the neighborhood ice cream man. Having access to money allowed me to share it with others as well. In a sense, I was the Santa Claus in my tribe and felt privileged to be the one to share the fruits of my inner scrappy.

Since then, the creek has been filled in. But the memories are still there.

This "inner scrappy" has fueled me to go on and experience some pretty amazing things. It taught me that you don’t need an army to make a difference, just plain old passion and ingenuity. That you don't need abundance to make a difference. In fact, it's the scarcity that awakens the scrappy in you.

Yes, we are all born with this spirit.

Somehow, it just gets lost in a creek along the path of life. In order to keep my inner scrappy alive, I’ve built a brand dedicated to awakening the inner scrappy in all of us. It is powered by a philosophy called "Brave." A single word that gives us the permission to speak louder than the fray.

Whether you are a person, country or a bar of soap – we are all brands with an inner scrappy. The key is to recognize it once again. Embrace it. And believe that no matter how big of a brand you may become, there will always be an "inner scrappy" inside us all.

David Angelo is founder and chairman of David&Goliath.

Read the original article on Campaign

2015-05-05 00:00:00
David&Goliath Hires Influential Digital Leader Mike Geiger as Managing Partner, Chief Digital Officer

JWT & Goodby Veteran to Expand upon Agency’s Digital and Content Offering

LOS ANGELES, CA – March 30, 2015David Angelo, Founder and Chairman of independent creative agency David&Goliath (D&G), announced today the appointment of Mike Geiger as Managing Partner, Chief Digital Officer. In this new position, Geiger will report to Angelo and will be responsible for developing world-class digital strategy, creative, integration and content production.

The hire is a key part of D&G’s growth plan and further bolsters the agency’s executive leadership team following a string of recent promotions, including Colin Jeffery as Chief Creative Officer, Brian Dunbar as President and Seema Miller as Chief Strategy Officer. It also comes on the heels of three new business wins for the agency – LG Mobile, Jack in the Box and ZICO Coconut Water.

“Over the past year, we have been assembling nothing short of an all-star leadership team,” said Angelo. “We are ecstatic to have Mike join our team as he brings a wealth of top notch digital and integrated expertise to the table. His entrepreneurial style and big thinking are a perfect fit for our Brave culture as we continue to seek out brands in need of overcoming marketing goliaths.”

Widely regarded as one of the most influential digital leaders in the industry, Geiger joins D&G from J. Walter Thompson (JWT), where he was President, Chief Integration Officer, North America. Geiger's broad-based business leadership skills will be instrumental in ensuring the agency’s creative success. He will leverage D&G’s strong existing operations, while changing processes, adding capabilities and merging cultures to deliver cutting-edge technological innovation at scale.

“I’m really excited to return to an independent creative agency like D&G where I can be closer to the people and the work,” said Geiger. “At the end of the day, my passion is finding and cultivating great talent, building teams and creating breakthrough work. When I first met with David and the rest of the team, we just clicked – we had the same values and vision for how to run a business. I can’t wait to get started.”

Before JWT, Geiger spent close to nine years at Goodby, Silverstein & Partners (GS&P), most recently as Chief Digital Officer, Associate Partner where he was hired to establish GS&P’s digital practice. After only three years, GS&P was named Digital Agency of the Year in Ad Age in 2006, and later went on to win Digital Agency of the Year at Cannes, the One Show and the ADC Awards.

Geiger has produced work that has won numerous awards at the most prestigious award shows, including One Show Interactive, Cannes Lions, the CLIOs, the Art Directors Club and D&AD. Geiger is also a frequent juror on the awards circuit, most recently judging the FWA, New York Festivals, One Show, Effie Awards and Cresta Awards. He is a charter board member of the Boulder Digital Works education program at the University of Colorado and an advisory board member for The Creative Circus in Atlanta.

Geiger will assume his new role in June.

About David&Goliath

David&Goliath is a full-service, independent creative agency based in Los Angeles, California. Founded in 1999, David&Goliath helps its clients overcome their biggest obstacles and achieve greatness. And they do that by creating breakthrough work, grounded in human and brand truths that drive exceptional cultural and business success. Current clients include Kia Motors, California Lottery, Jack in the Box, Vizio, ZICO Coconut Water, and Universal Studios, just to name a few. The agency’s culture is built to help not just our brands but inspire the people at D&G to overcome their Goliaths and achieve greatness.

2015-03-30 00:00:00
David & Goliath names Seema Miller managing partner, CSO February 20, 2015
by Matthew Rothenberg 

David & Goliath's management team (left to right): Colin Jeffery, David Angelo, Seema Miller, Brian Dunbar.

Founder David Angelo said the appointment bolsters the senior leadership of the agency that bears his name

David & Goliath on Friday announced the promotion of Seema Miller to managing partner, chief strategy officer. Miller, who joined D&G in 2013 from JC Penney, will continue to report to founder and chairman David Angelo.

Miller’s key areas of focus include Kia Motors, driving the Los Angeles agency’s new business, and building new clients like Coca-Cola’s ZICO Coconut Water, hamburger chain Jack in the Box and project work for LG Mobile.

Miller’s move is the latest in a series of senior appointments that have helped distribute leadership roles to maximize productivity, Angelo told Campaign. In July 2014, he passed the roles of CCO and president to Colin Jeffery and Brian Dunbar, respectively.

"For the most part, I’m a working chairman, in the trenches with the team 24/7," Angelo said. "But having key people in place is the path to great success.

Referring to Miller’s new CSO spot, Angelo said, "Strategy is the key foundation to what we do. Making sure the strategy is at the same level as the creative helps us overcome the greatest marketing challenges."

Read the original article on Campaign

2015-02-20 00:00:00