Kia’s EV9 Scores "Perfect 10" In Super Bowl Spot Directed By John Hillcoat For David&Goliath


Robert Goldrich
Thursday, Feb. 8, 2024


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This Super Bowl spot for Kia’s all-electric, three-row EV9 opens with a gifted young figure skater finishing an impressive routine as a packed audience cheers her on. She glances at her father beaming with pride, until they notice the empty rinkside chair next to him--of someone special missing, someone she wishes were there. On the way home, her father has an idea. He drives off road in the Kia EV9, navigating a windy, snow-covered, tree-laced mountain.

As they arrive at their destination, the young girl smiles as her dad uses the EV9’s onboard power station to electrify a string of lights and a speaker in front of a frozen pond to set the stage for her performance. This time she performs for an audience of one--her grandpa. Set to the moving track “Wish I Was Here” released in 2014 by Cat Power and Coldplay, you can’t help but get pulled into this singular emotional moment as her grandfather peers out the window with tears in his eyes, watching his granddaughter’s captivating solo. He gives her a perfect 10 score. 

John Hillcoat of Serial Pictures directed the Big Game :60, titled “Perfect 10,” for agency David&Goliath.

David Angelo, founder and creative chairman of David&Goliath, said of the :60, “We all have this power within us to do incredible things in life, big or small. Knowing that this power exists is the first step. To launch the all-electric, three-row EV9, Kia’s most impressive, powerful vehicle to date, we wanted to lean into that message by illuminating what’s possible when power meets functionality meets inspiration. Because when that magic combination occurs, anything is possible. Our goal is to inspire the world’s biggest audience with a Super Bowl experience that evokes that emotion felt when creating something incredible from power; with the hope it motivates them to bring their own power to life.”
Building on the momentum of the ad’s powerful message, the campaign will include a TikTok integration that inspires fans to post their own electrifying performance to earn Perfect 10s using the app’s Duet feature. Tomorrow, 2/9, Kia will post a clip of the grandpa from the ad scoring a Perfect 10 on the window. The video will encourage TikTok users to duet the grandpa with their own performance as he watches. To encourage participation with TikTok users, Kia partnered with eight influencers who will also duet with the grandpa. Users will do everything they can from “ice skate” in their living room, to bake, to paint to get their perfect 10 from the grandpa.


Client Kia America Agency David&Goliath David Angelo, founder & creative chairman; Ben Purcell, chief creative officer; Avital Pinchevsky, Robert Casillas, Courtney Pulver, executive creative directors; Mike Czako, John O’Hea, group creative directors; Michael Monlinaro, ECD design director; Ben Sweitzer, Sammy Glicker, creative directors; Carter Waldron, art director; Ashtyn Livingston, copywriter; Kevin DeStefan, group strategy director; Kelly Slater, associate strategy director; Kelsey Hilner, strategist; Hayden Lam, data & marketing analyst; Jeff Cannata, group communications strategy director; Paul Albanese, managing director, broadcast production; Christopher Coleman, group executive producer; Curt O’Brien, executive producer; Ashley Asherian, associate producer; Peter Bassett, managing director, integrated production & technology services ; Michael Van Pelt, sr. digital producer. Production Serial Pictures John Hillcoat, director; Violaine Etienne, founding partner/EP; Sara Greco, exec producer; JP Colombo, head of production/EP; Jessica Cooper, producer; Robert Williamson, production supervisor; Nicolas Karakatsanis, DP; Chris Kennedy, production designer; Guy Forgaard, 1st AD. Production Services Company The Capital Media Co. (Canada) Christian Allen executive producer/managing partner; Keely Stothers, head of production/partner; Tai Scott, line producer. Editorial Spinach Damion Clayton, editor (through RPS); Jobe Lowen, assistant editor (through RPS); Adam Bright, managing director/editor; Jonathan Carpio, exec producer; Cristy Torres, sr. producer. VFX JAMM Asher Edwards, exec producer; Alex Snookes, VFX supervisor; Scott Boyajan, producer; Zak DiMaria, CG supervisor. Color Trafik Mark Gethin, colorist; Karena Ajamian, exec producer; Robert Owens, managing partner. Music “Wish I Was Here” by Cat Power and Coldplay; released in 2014. Music Editing Model Citizen Creative Rory Doggett, creative director/owner. Sound Design  Barking Owl Gus Koven, sound designer; Kelly Bayett, founder/creative director; KC Dossett, exec producer. Audio Racket Club Nathan Dubin, mixer; Adrea Lavezzoli, exec producer.

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