We open inside a talent agency where actor Pierce Brosnan (of James Bond fame) is meeting with his agent. He’s being pitched a new role, which happens to be the very commercial the audience is watching. As the agent describes various scenes, the actor confidently interjects with one action-adventure movie cliché after another, wrongly assuming he and the Kia Sorento he’s driving will encounter danger at every turn. He soon discovers that escaping to a beautiful place in the all-new Sorento is surprising and exhilarating enough.
Matthijs Van Heijningen of MJZ directed the spot, titled “The Perfect Getaway,” for agency David&Goliath, LA.
This is the sixth consecutive year that David&Goliath has created a Super Bowl spot for Kia. Last year’s :60 spot titled “The Truth,” featured Laurence Fishburne as Morpheus from The Matrix Trilogy for the 2015 K900 luxury sedan.
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Credits
Client Kia Sorento Agency David&Goliath, LA David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Steve Yee, Ben Purcell, group creative directors; John O’Hea, creative director; Mike Cornell, sr. art director; Ben Tolbert, art director; Andy Sciamanna, sr. copywriter; Chris Juhas, copywriter; Paul Albanese, head of production; Christopher Coleman, executive producer; Marissa Bursteen, broadcast producer. Production MJZ Matthijs Van Heijningen, director; Joost Van Gelder, DP; Scott Howard, exec producer; Donald Taylor, producer. Editorial Union Editorial/Circus Jono Griffith, editor; Drew Johnson, assistant editor; Michael Raimondi, president/exec producer; Joe Ross, sr. producer. Post The Mill Sue Troyan, Enca Kaul, Reece Ewing, exec producers; Diana De Vries, sr. producer; John Shirley, 2D lead/VFX supervisor; John Leonti, head of 3D, creative director; Sid Harrington-Odedra, CG lead; Narbeh Mardirossian, Chris Payne, Rob Winfield, Yukiko Ishiwata, Fergal Hendrick, Patrick Wong, 2D artists; David Hampstead, James Mulholland, Sergio Xisto, Rim Khayat, Vasillis Pazionis, Filippo Forno, Adam Dewhirst, Christos Parliaros, Andrew Bartholomew, Adam Darrah, Michael O’Donoghue, Philip Maddock, 3D artists; Kieran Belshaw, matte painting; Daniel Midgley, production coordinator; Dave Ludlam, colorist; Thatcher Peterson, color exec producer; Diane Valera, color production coordinator. Music/Sound Design stimmung David Winer, composer; Gus Koven, sound designer; William Flynn, assistant sound designer; Jason Johnson, creative director; Ceinwyn Clark, exec producer. Audio Post Margarita Mix Nathan Dubin, sound engineer.
IKEA Norway and creative agency TRY teamed on a series of small stories launching the “Made for Life” communication platform.
Directed by Jakob Marky of production house Bacon, the campaign films include this one titled “Hope” in which we see a toddler’s high chair (with its affordable price briefly appearing on screen). The camera then pans across the room. A supered message informs us that it might be superstitious to leave the chair out in the open but you need all the luck you can get, at which point the camera reveals a storage box containing syringes. Luck is vital, continues the supered message, when the fertility shots for the next attempt are sitting in a storage box (also with its affordable IKEA price shown on screen).
“Hope”--which deftly addresses the sensitive theme of infertility--concludes with the IKEA logo and the slogan “Made for Life.”
In a joint statement, TRY creatives Eirik Sørensen and Caroline Riis shared, “Life consists of more than Instagram moments, and it’s fantastic that IKEA dares to acknowledge this. We thought it might be nice to let the well-known and strict IKEA price points tell real and heartfelt stories about the lives of many people out there.”
