Kia Launches NBA-Themed Spot From New Agency

Kia America is enlisting NBA star Daymond Green in a new spot for the Telluride SUV. 

Developed by Kia’s newest technology and creative partner, Opus, the 30-second spot “Loose Ball” features NBA Golden State Warriors power forward and his daughter, Olive, and serves as the official tip off of Kia’s “Legends in the Making” campaign, designed to further strengthen the brand’s association with the NBA and its fans.

The spot opens with Green deep in the woods with a Wolf Gray 2024 Telluride X-Pro SUV in the background. As Green turns to walk back to the Telluride, he’s greeted by an unexpected guest — an actual wolf. Up for any challenge, Green jumps in his Telluride to make a quick getaway before returning home to hoop with his daughter. 



Founded by former Beats by Dr Dre CMO and Apple Vice President Omar Johnson, Opus leverages its proprietary analytics an insights platform to help brands connect to audiences in authentic ways.  

“Kia wanted the perfect partner, and we recommended an athlete who captures the spirit of the Telluride: rugged, durable and multidimensional,” says Johnson in a release. “That guy is Draymond, and our analytics agreed. Draymond’s scores were through the roof. And then Draymond, the super-dad that he is, invited his own legend in the making, his daughter Olive, to feature in the campaign.” 

Green, also an NBA commentator and podcast host, says he had fun making the spot in the Kia Telluride and alluded to future collaborations

"And getting to work with my daughter, Olive, in the spot is a real career highlight," he added. As he and his wife prepare to welcome a new addition to their family soon “the Telluride’s spacious interior and 3rd row are clutch right now,” he adds. 

The campaign also includes 15- and 6-second cut downs, social media elements and a charitable component through a partnership with Green’s selected charity, The Family Basketball Organization.

Kia has served as the official automotive partner of the NBA for 16 seasons, and the 2023 Kia Telluride X-Pro is the official vehicle of the NBA, WNBA and NBA G League. The automaker also has relationships with 13 NBA teams.

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