Parking Valets drive every fancy vehicle under the sun. So, Kia leveraged real valets’ expertise to prove the luxury mettle of the Kia Cadenza.
To bring this idea to life, Kia interviewed five valets, had them identify various luxury vehicles (Audi, Lexus, BMW) blindfolded, and then put them in a de-badged Cadenza for a valet-specific test drive. At the end, Kia turned the experiment into an ad as the valets–who deemed the car as luxury caliber–unknowingly drove the mystery vehicle into a 3-D “end card” identifying it as the Kia Cadenza.
Jeff Goldwatch of Decon directed “The Luxury Experts,” positioning the Cadenza as an unexpected sedan that rivals the high-profile luxury vehicle competition.
Credits
Client Kia Agency David&Goliath, LA David Angelo, founder/chairman; Bobby Pearce, Colin Jeffery, chief creative officers; Gustavo Sarkis, executive creative director; James Cohen, Basil Cowieson, creative directors; Courtney Pulver, Robert Casillas, associate creative directors; Christopher Santaiti, jr. copywriter; Tracey Chan, jr. art director; Steven Lau, sr. interactive art director; Peter Bassett, director of digital production; Justine Kleeman, sr. digital producer; Natalie Gomez, sr. social media strategist. Production Decon Jason Goldwatch, director; Eric Koretz, DP; Misha Louy, exec producer; Caleb Omens, line producer; Brian Turner, head of production. Editorial Rock Paper Scissors Neil Meiklejohn, editor; Martin Hsieh, assistant editor; Janae Abraham, Chris Noviello, producers. Color Lustre Crash, colorist; Chad Feeback, color producer. VFX Baked Studios George A. Loucas, VFX supervisor; Culley Bunker, Tony Graf, Flame artists; Josh Hamester, editor; Chad Feeback, VFX exec producer. Audio Margarita Mix Nathan Dubin, sound designer/mixer.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
