Bobby Pearce
Chief Creative Officer at David&Goliath
El Segundo, United States
Title“The New Species of Soul”
Campaign “The New Species of Soul”
Advertiser Kia Motors
Brand KIA
Date of First Broadcast/Publication
Business Sector Cars
Story As the three Souls unite, the various locales are revealed to be a chameleon’s body with its shifting textures and changing colors just before the larger-than-life lizard slurps up all three Soul models with a satisfied smirk.
Line speeds down a stark and desolate landscape as the road begins to twist and turn into an ever-tightening spiral. Later, an Undercover Green Soul X-Line climbs dirt trails in a burnt-orange landscape filled with uneven terrain. And then a Solar Yellow Soul EX Designer Collection Package cruises through a maze of what appear to be skyscraper.
Philosophy Set to an energetic custom soundtrack, the spot entitled “The New Species of Soul” is the centerpiece of a multi-faceted campaign starring three unique versions of the Soul model.
Media Type Digital
Chief Creation Officer
Executive Creative Director
Creative Team
Group Creative Director
Art Director
Art Director
Executive Agency Producer
Executive Agency Producer

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