A breaching whale. A falling tree. A charging rhinoceros. These are just some of the extreme challenges Melissa McCarthy faces in Kia Motors’ hilarious Super Bowl ad for the all-new 2017 Niro crossover out of agency David&Goliath. Titled “Hero’s Journey,” the :60 is scheduled to air in the third quarter of the big game and finds McCarthy on a mission to save the environment.
McCarthy learns it can be perilous trying to save the trees, the whales or the rhinos. Luckily, she drives a Kia Niro, underscoring that "it's hard to be an eco-warrior but it's easy to drive like one."
Matthijs Van Heijningen of MJZ directed the spot with visual effects by The Mill.
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Credits
Client Kia Motors Agency David&Goliath, LA David Angelo, founder & chairman; Bobby Pearce, Colin Jeffery, chief creative officers; Gustavo Sarkis, executive creative director; Ben Purcell, executive creative director/writer; Mark Montiero, writer; John O’Hea, creative director; Courtney Pulver, Robert Casillas, associate creative directors; Curt O’Brien, executive broadcast producer. Production MJZ Matthijs Van Heijningen, director; Joost Van Gelder, DP; David Zander, president; Eriks Krumins, exec producer; Donald Taylor, producer. Editorial Work Editorial Jono Griffith, editor; Keith Hamm, Ben Foushee, assistant editors; Marlo Baird, exec producer; Lynne Mannino, producer. VFX The Mill Peter King, EP; Anastasia Von Rahl, sr. producer; Karina Slater, associate producer; Robert Sethi, VFX shoot supervisor, creative dir; Chris Knight, VFX shoot supervisor, creative dir, 2D lead artist; Tom Graham, VFX shoot supervisor, 3D lead artist; Michael Lori, tracking lead; Daniel Stern, FX lead; Michael Comly, ltg lead; Jacob Bergman, Jeffrey Lee, animation leads; Scott Wilson, Dag Ivarsoy, Jason Bergman, Yukiko Ishiwata, Daniel Thuresson, Andy Dill, Tom Robbins, 2D artists; Erik Zimmermann, Berk Hakguder, Daniel Soo, Robert Spaniolo, 3D artists; Juan Zavala, Mike Di Nocco, Katie Yancey, animators; Ziye Liu, Robert Chapman, Patrik Lindkvist, Shaun Comly, lighters; Krystal Sae Eua, Sharlene Lin, Cory Cosper, modelers; Chris Goodrich, Samantha Pedegron, textures; Nole Murphy, Ahmed Elmatarawi, riggers; Rasha Shalaby, Itai Muller, matte painting; Bradley Rhone, Emily Ann Morton, art dept; Danny Garcia, Freddy Parra, Steven Olson, Monique Espinoza, Alice Panek, Michael Archambault, tracking; Gary Marschka, Dylan Streiff, 2D assists; Cath Pryer, Thatcher Peterson, color EPs; Dan Kreeger, Diane Valera, color producers; Lucy Mason, Robert Cohen, production coordinators; David Ludlam, colorist; Brendan Buckingham, Thomas Mangham, Gemma Parr, Logan Highlen, color assist; Alex Gregory, Dan Levy, Megan Le, TK data lab. (Toolbox: Flame, Nuke, Maya, Houdini, Zbrush, Mari, Substance Painter) Music Editing/Sound Design stimmung Rory Doggett, creative director; Ceinwyn Clark, exec producer; Gus Koven, sound designer. Audio Post Margarita Mix, Santa Monica Nathan Dubin, sound engineer; Whitney Warren, exec producer. Licensed Music “Holding Out for A Hero” performed by Bonnie Taylor. Celebrity Talent Acquisition The Marketing Arm Chalcea Park, managing director
Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
holidays alone.
Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”
BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”
