DAVID&GOLIATH, Los Angeles / KIA MOTORS / 2018
Everybody faces doubt, even car companies and superstar athletes. Since entering the spotlight, LeBron James and Kia Motors have faced skepticism and criticism. Despite this, 2016 was a milestone year for LeBron and Kia. He brought home the championship he promised Cleveland with one of the greatest comebacks in sports history. In turn, Kia introduced its strongest lineup ever, a fleet of vehicles full of quality, luxury, and driving ease. And even though both have faced enormous doubt along the way, they’ve embraced it, dealt with it, and used it to fuel their successes. The spot uses rain as a metaphor for the doubt Kia and LeBron have faced. In several scenes, we watch
James deal with criticism and negativity, while a voiceover explains Kia’s philosophy on the topic. The final moment shows a doubt-free LeBron ripping through the streets of Cleveland, on his way to another historic performance.
On entering our third year partnering with LeBron, our aim is to make a statement about how far Kia and LeBron have each come. The audience for this campaign are fans of LeBron and the game. More
importantly, they are individuals who at one time or another have faced their own form of self-doubt, whether it be sports related or not. With that in mind, we sought to develop a shared message about
confronting personal challenges, one that would give confidence and inspire anyone to keep moving forward along their journey.
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BAHAY TULUYAN, TBWA\SANTIAGO MANGADA PUNO