Created by agency David&Goliath, this short for Kia takes the guise of a summer blockbuster movie replete with car chases as a getaway driver and a romantic co-lead try to escape a life of crime. Carrying the tongue-in-cheek title of “The Features Film,” this short literally promotes Kia’s many vehicular features–ranging from safety to creature comfort and high performance tech that helps our heroes elude their crime syndicate pursuers.
The getaway couple hop into every feature-laden Kia they can get their hands on to outwit an endless array of desperate thugs and a menacing crime boss. The story unfolds across one night, as the getaway driver enlists eight “A-List” Kia models–Forte, Soul, Stinger, Niro EV, Niro HEV, Seltos, Sportage and Sorento–to help he and his accomplice make good their escape.
Making cameo appearances throughout the film are available key features, including: Remote Start; Remote Climate Control; Rear Cross-Traffic Alert; Rear Camera Display; Smart Trunk; Mood Lighting; Premium Audio Systems; Lane Keeping Assist, Long-Distance EV & Hybrid range; Cargo Space; Blind-Spot Collision-Avoidance Assist; and 365-Turbocharged engines, with each playing a pivotal role and adding nuanced layers of convenience, safety, technology and comfort throughout the film.
“Working on car advertising for the past 20+ years, when we think about creating ads, the convention has always been to highlight car features in a way that tells a compelling story,” said David Angelo, founder and creative chairman of David&Goliath. “In many cases, the car feature becomes so dominating that it overshadows the story and diminishes the impact of the concept. So we turned this convention on its head. And created an entire idea where not one, but 13 features would be ‘featured,’ in a highly watchable film that not only demonstrates capability, but also makes them the captivating lead ‘actors’ of the film.”
Ozan Biron directed “Features Film” via production company Slice.
CreditsClient Kia Motors Agency David&Goliath David Angelo, founder & creative chairman; Laura Forman, chief strategy officer; Mark Koelfgen, executive creative director/copywriter; Frauke Tiemann, John O’Hea, group creative directors/art directors; Steve Clarke, group creative director/copywriter; Chris Mead, associate creative director/copywriter; Kris Wong, associate creative director/art director; Paul Albanese, managing director, broadcast production; Peter Bassett, managing director, integrated production & technology services; Justine Kleeman, executive producer; Genevieve Shah, producer; Meagan Steinkamp, Kurtis Mirick, digital designers, motion designers. Production Company Slice Ozan Biron, director; Ted Herman, exec producer; Trevor Cawood, producer; Philip Fyfe, line producer; Macgregor, DP. Editorial Spinach Adam Bright, editor; Jason Dopko, editor (courtesy of Lost Planet); Marshall Thompson, Ethan Jacob, assistant editors; Juliana Rodzinski, assistant editor (courtesy of Lost Planet); Patricia Gushikuma, post producer; Jonathan Carpio, exec producer. Motion Graphics Co. Ampersand Postproduction The Mill Matthew Osborne, colorist; Andrew Gilson, producer; Blake Rice, Jessica Amburgey, color associate producers; Emma Hertz, coordinator; Steve Cokonis, VFX supervisor; Adam Lambert, 2D lead Sound Lime Rohan Young, sound designer/mixer; Jeff Malen, miser; Jeremy Nichols, assistant mixer; Susie Boyajan, exec producer. Music Companies Alibi, APM, Wolf at the Door Song: “Tracking The Target” Benjamin Hayden (PRS), composer; Alibi Generator (ASCAP), publisher; Alibi Music, LP, master. Song: “Galactic Paradox” Doug Moss (ASCAP), composer; Alibi Generator (ASCAP), publisher. Alibi Music, LP, master. Song: “Desert Trap” Sheridan Paul Tolngue (PRS), composer; APM, library. Song: “Dark Tunnel” Nicholas Alexandre Robert Deroo (SACEM) composer; APM, library. Song: “Radius” Max Cameron Concors (ASCAP), composer; APM, library. Song: “Stolen Muscle Car” Ethan Hunter (PRS 50% and Brett Weir (RS), 50%, comnposers; AMP, library. Song: “Give It Everything” Victoria Faith Beaumont (PRS, 25%, Stephen Gilmartin (PRS) 75%, composers; AMP, library. Song: “The Getaway” Bradley Denniston, composer. Wolf at the Door, music house.
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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