Kia at Super Bowl with One Epic Ride
Kia Motors America (KMA) is running an integrated advertising campaign, “One Epic Ride”, in association with the Super Bowl XLV on February 6, 2011. The integrated and interactive marketing campaign for the 2011 Optima midsize sedan, is centred around a 60 second commercial, includes a chance for consumers to win up to five new Optimas as part of Kia’s “One Epic Contest,” and incorporates digital, print, social media and in-dealership components. In “One Epic Ride,” people across space and time, from a police officer and an international villain to aliens and an ancient chief, go to great lengths to snatch the all-new Optima from the clutches of others and put themselves behind the wheel. The eye-catching Optima becomes an object of desire, and even Poseidon, the king of the sea, does his best to get his hands on the car.
Click on the image below to play the One Epic Ride commercial in YouTube (HD)
“One Epic Contest” is an extension of the ad campaign giving fans the opportunity 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. After registering, participants must correctly type the answer to questions at www.oneepiccontest.com. 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.
Question 1: What is the estimated MPG on the highway for the all-new Kia Optima Turbo?
Question 2: What precinct is the police officer from?
Question 3: How many years is the all-new Kia Optima powertrain under limited warranty?
Question 4: Who gave the 2011 Kia Optima a Top Safety Pick award?
“We crafted our Super Bowl advertising campaign to engage consumers before, during and after the game, and with anticipation building this week for our blockbuster spot featuring aliens and Poseidon we have posted it online for fans and curiosity seekers to get a sneak peek before Sunday,” said Michael Sprague, vice president, marketing & communications, KMA. “More than 25,000 people have registered for a chance to win one of five new Optimas in our ‘One Epic Contest,’ and with the fifth question being revealed after ‘One Epic Ride’ airs during the Super Bowl on February 6 there are sure to be people studying the spot closely in advance of the game over the weekend.”
The Epic Ride campaign was developed at David&Goliath, Los Angeles, by chief creative officer David Angelo, executive creative director Colin Jeffery, associate dreative director / art director David Cuccinello, associate creative director / copywriter Napper Tandy, executive producer/managing director Carol Lombard, executive producer Paul Albanese, managing partner / client services leader Brian Dunbar, group account director Brook Dore, management supervisor Jill Jagger.
Filming was shot by director Noam Murro via Biscuit Filmworks with senior executive producer Shawn Lacy, executive producer Colleen O’Donnell, producer Jay Veal, production supervisor Jennifer Berry and director of photography Toby Irwin.
Editor was Rick Russell at Final Cut with executive producer Saima Awan, producer Jennifer Miller, assistant editor Jacob Kuehl . Telecine was done at Company 3 by colorist Stefan Sonnenfeld. Post production was done at Animal Logic.
Click on the image below to play the behind-the-scenes video in YouTube (HD)
Tagged: Animal Logic, Billy Woodruff, Biscuit Filmworks, Carol Lombard, Colleen O'Donnell, Company 3, David Angelo, David Cuccinello, David&Goliath, Final Cut, JayVeal, Jennifer Berry, Lime Studios, Napper Tandy, Noam Murro, Shawn Lacy Tessaro, Stimmung, Toby Irwin