This spot starring Christoper Walken (a slightly extended version of the :60 that will air during the 3rd quarter of the Super Bowl) is part of a larger integrated campaign that will roll out across various digital, social and promotion channels. The goal of the campaign is to introduce the next-generation Optima as a major evolution of the midsize sedan that stands out in a category happy to stay in the middle. With “Walken Closet,” Kia brings to life the audience mindset that Optima embodies: Kia and Optima are for drivers who choose exciting over expected and who choose to stand out rather than blend in.
A guy walks into his “Walken Closet” where actor Walken shows him beige socks which reflect a brand existence as compared to multi-colored socks which represent living life to the fullest. That segues to one of the closet walls opening to reveal the colorful sock of cars, namely the 2016 Kia Optima which is the antidote to the mundane monotony rampant in the midsize sedan category.
“Walken Closet” was directed by Matthijs Van Heijningen of MJZ for agency David&Goliath. This is
Credits
Client Kia Agency David&Goliath David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Mike Geiger, chief digital officer; John O’Hea, Brandon Davis, creative directors; Shaun Wright, Mike Cornell, art directors; Joe Shaner, Andy Sciamanna, copywriters; Bernice Chao, Matt Koulermos, sr. digital art directors; Katherine Ahn, sr. designer; Frannie Rhodes, director of creative services; Kemit Ray, sr. project manager; Paul Albanese, director of broadcast production; Christopher Coleman, executive broadcast producer; Andrea Mariash, director of art production; Justine Kleeman, digital producer. Production MJZ Matthijs Van Heijningen, director; Joost van Gelder, DP; Eriks Krumins. sr. exec producer; Donald Taylor, producer. Editorial Cut+Run Steve Gandolfi, editor; Sean Fazende, assistant editor; Michelle Eskin, managing director; Carr Schilling, exec producer; Amburr Farls, head of production. VFX/Post MPC Paul O’Shea, VFX creative director; Karen Anderson, VFX sr. producer; Mark Holden, VFX sr. compositor; Ricky Gausis, colorist; Meghan Lang, color exec producer; Rebecca Boorsma, color associate producer. Music & Sound Design stimmรผng Cyrus Melchor, composer; Gus Koven, sound designer; Rory Doggett, creative director; Ceinwyn Clark, exec producer. Audio Post Margarita Mix Nathan Dubin, sound engineer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
