Kia America is launching a spot for the 2023 Telluride X-Pro tied to the NBA.
“Legends of the Driveway,” created by David&Goliath, debuted Oct. 18.
In celebration of Kia’s 16th year in partnership with the NBA, Kia reflects on the place basketball fans and players first fell in love with the game -- the driveway -- where the worlds of basketball and cars meet.
The 30-second spot opens with a series of hoops from an assortment of different homes and driveways. “HORSE game winners with their eyes closed,” “dunks over yesterday’s newspaper” and “free throws from the crack of the concrete” are just some lines voiced over scenes of ballers of all ages and fan bases, shooting hoops from their driveways.
The spot closes with the tagline “Here’s to the legends of the driveway” as we see a young father and his two kids shoot their best shots.
Kia’s relationship with the NBA runs deeper than simply being a sponsor, says Ben Purcell, chief creative officer at D&G.
“As fans of the NBA, like their audience, they know where that first inspiration comes from: the driveway,” Purcell says in a release. "We wanted to create a campaign that taps into the excitement and energy you felt as a kid playing some hoops after school which led to some legendary dreams for the future.”
The agency worked with director Stuart McIntrye to send teams of documentarians out across the country to capture driveways of all kinds.
“The beauty of this idea is that there’s a truth we can all relate to,” Purcell says.
The effort also includes paid digital, out of home, NBA league/team site banners, terrestrial and steaming radio placements and paid social across all major platforms, with 15-second and 6-second video cutdowns.