“Share the Road” opens with the 2011 Kia Sportage careening through unpaved roads of dirt and mud, artfully handling even the most intricate turns and maneuvers to the pounding vintage garage band track “Shot Down” by The Sonics. As voiceover promises “enough innovation to make you feel safe and spoiled,” the sleek S.U.V. transfers to paved city streets. We cut to the driver inside effortlessly handling the powerful vehicle while the voiceover assures us that the Sportage is “perfectly capable of owning any road…” Just then, several bicyclists pull alongside the vehicle, revealing that they are filming the footage, as the voiceover adds: “But we prefer to share it.” As we pull out to a wide shot of the Sportage riding away down a city street, surrounded by bicyclists, the voiceover concludes, “Sharing: that’s how we can all drive change,” before resolving in the Kia logo and web address for their “Change” campaign.
SPW CreditsClient: KIA; Title: "Share the Road" :30; Production Company: Rabbit at Radke, Toronto/NY; Director: +jacksonkarinja; EPs: Miriana DiQuinzio, Joby Barnhart; Producer: Gillian Marr; Agency: David & Goliath Canada, Inc.; Creative Director: Israel Diaz; Copywriters: Dave Barber, Greg Buri, Abeer Verma; Producer: Brie Gowans; Art Directors: Basil Cowieson, Mike LoNam; Editorial: Bijou Editorial, Toronto, ON; Editor: Ross Birchall
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