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 stimmüng Cyrus Melchor, composer; Gus Koven, sound designer; Rory Doggett, creative director; Ceinwyn Clark, exec producer. Audio Post Margarita Mix Nathan Dubin, sound engineer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
