For decades, automakers have either mindlessly churned out the same old mid-sized sedans, or have given up on them altogether. So, Kia created the K5 to breathe new life into this stale category.
To launch it, we created K5 LIVE – a campaign full of never-before-done stunts to capture the excitement of driving again. And partnered with Hollywood’s best stunt directors, coordinators, and drivers who have worked on films like Baby Driver, Ford v Ferrari, Drive, and Black Panther, to pull it off.
We kicked off the campaign with a 17-min live-streamed event for millions of people quarantining at home. Released content every month to keep things fresh. And topped it all off with an Emmys partnership, where the K5 delivered awards to winners in real-time. And we premiered our never-been-done Flat Spin 360 stunt.
This entire campaign was developed, created, and launched during a pandemic. With one of the best teams I've ever worked with.
A never-before-done stunt performed by the first-ever Kia K5.
Three drivers, two ramps, one shot to get it right.
We also created a traditional launch spot showing how the K5 brings the sleepy sedan category to life.
A performance-driven spot touting the K5’s best-in-class handling, which even out-performed BMW.
Here’s the entire live event if you’ve got 15 minutes to kill.
From left to right: Me, Mark Koelfgen (ECD/CW), Bennett Austin (ACD/AD), Curt O’Brien (EP), Frauke Tieman (GCD/AD), Stephanie Kohnen (CD/AD).
Unfortunately, not everyone could make it to the shoot. Not pictured: Tiffany Smith (CD/CW), Sarah Mosseler (ACD/CW), and Kevin Reilly (ACD/AD).