Kia Launches Creative Featuring NFTs

Kia America is launching two campaigns for its Carnival and Soul. 

The 2023 Kia Carnival, which the automaker calls a multipurpose vehicle, replaced the Sedona minivan. When the automaker conducted customer clinics showing the new vehicle, most did not see it as a minivan, says Russell Wager, vice president, marketing, Kia America. 

The 30-second spot from David&Goliath pairs the vehicle with images of electric dirt bikes, long-distance runners, and other high-energy activities. 

“Take it wherever, with whomever,” suggests the voiceover. “This is the no-holds barred, multipurpose vehicle, with the capacity to take life on. And the audacity to say, ‘what else ya got?’” 

The vehicle is shown towing a boat, and the superimposed copy goes on to tout its 3,500-lb. towing capacity 



Another spot for the 2023 Kia Soul features non-fungible tokens and incorporates a unique QR code embedded into the creative. 

When viewers scan the code with a smartphone, they can obtain one of 10,100 Kia-themed NFTs which will be deposited and stored in a Sweet blockchain wallet.

Also created by David&Goliath, Kia’s creative agency of record, the campaign titled “Built for Whoever You Are” includes a 30-second spot that follows three DASK skeleton NFT characters as they drive through city streets, stopping at a burger joint an then continuing up a winding canyon road.

Soul redefined the boxy small-car segment when it was first launched in 2009, Wager says. The Soul is as individualistic as the NFTs are, he adds.

The 10,100 Kia NFTs include special edition generative DASK + Kia themed NFTs. Each of these limited-supply digital collectibles draws inspiration from both the details of the new 2023 Kia Soul and the DASK NFTs featured in the spot.

This isn’t Kia’s first foray into Web3. In February, Sweet carried out an NFT launch with Kia America where the “Robo-Dog” from Kia’s Super Bowl ad spot was turned into a digital collectible, with proceeds going to The Petfinder Foundation which helps shelter animals find their forever homes.

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