A family of three off on a joyful adventure with their adorable bundle of joy, when, just as they’re ready to check-in at a beautiful mountain resort, a daunting realization hits. Dad forgot to pack the baby’s favorite Binky®. Not the binky! Anything but the binky. Hearts race, mom frowns and baby is on the verge of a major meltdown of epic proportions. What’s a dad to do? Without missing a beat, dad, aka Binky Dad, takes off on what becomes an heroic ride of a lifetime.
Kicking off Kia’s 360 Super Bowl campaign, created by David&Goliath, is an adventure-fueled 60-second spot, “Binky Dad,” directed Dante Ariola of MJZ. The commercial follows Binky Dad as he immediately jumps in his Telluride X-Pro and goes on an incredible journey to get the binky.
Set to the iconic and uplifting classic “Gonna Fly Now,” (theme from Rocky), we can’t help but cheer for Binky Dad and his Telluride X-Pro, the champs of this story of sheer grit and rugged determination to beat the odds. Taking a shortcut down a ski slope, through a huge drainage pipe at a construction site, into the LA River, and right through the field in a packed football stadium during a game – they make it through all on and off-road obstacles. Along the way, his story goes viral, with wide spread coverage on national news and social media.
Finally, Binky Dad makes it home to find a huge crowd of fans, firemen, police, and reporters on his doorstep. He triumphantly recovers the binky and the crowd goes wild. Everyone following the story celebrates. Binky Dad arrives back at the mountain resort, out of breath, and heroically presents the Binky to his baby who, straightway spits it out. He grabbed the green Binky, you see, and his 1-year-old daughter only likes…the blue one. As the commercial ends, Binky Dad takes off in his Telluride X-Pro once again, headed home to get the right Binky.
But the story doesn’t end there. As part of the 360 campaign, audiences across America can tune in to see what happens when Binky Dad makes it home to retrieve the blue binky. In a never seen before initiative, Kia launches the first-ever Super Bowl commercial that ends on TikTok – with three alternate endings.
The three endings can be found here, here and here.
Credits
Client Kia Agency David&Goliath, LA David Angelo, founder & creative chairman; Ben Purcell chief creative officer; Blake Winfree, chief of social imjpact; Mark Monteiro, Frauke Tiemann, executive creative directors; Robert Casillas, executive creative director/art director; Courtney Pulver, executive creative director/copywriter; John O’Hea, group creative director/art director; Rory Odani, creative director/art director; Jason Miller, creative director/copywriter; Paul Albanese, director of broadcast production; Christopher Coleman, group executive producer; Juliet Diamond, executive producer; Peter Bassett, managing director, integrated production & technology services; Cara Nieto, executive art producer; Taryn Waggoner, executive digital producer; Michael Van Pelt, sr. digital producer; Julia Minucci, digital producer; Melissa Cabral, head of strategy; Kevin Destefan, group strategy director; Kelly Slater, associate strategy director. Production Company MJZ Dante Ariola, director; Lol Crawley, DP; David Zander, president/exec producer; Eriks Krumins, sr. exec producer; Natalie Hill, producer; Susan Levin, UPM; Quito Cooksey, production designer. Editorial Spinach LA Damion Clayton, editor; Jobe Lowen, assist; Adam Bright, managing director; Jonathan Carpio, exec producer; Cristy Torres, sr. producer. Color The Mill Paul Yacono, colorist; Denise Brown, sr. color producer; Gemma Parr, Jacob Suffern, Alexandra Makarenko, Frederick Agyemang, color assistants. VFX The Mill Chris “Badger” Knight, executive creative director; John Leonti, executive creative director/shoot supervisor; Michael Gregory, creative director/shoot supervisor; Rod Jimenez Baena, VFX supervisor/shoot supervisor; Hillary Thomas, exec producer; Emily Stave, producer; Samuel Shiflett, 2D lead artist; Monique Espinoza, 3D lead artist; Michel Kreisel, Lev Grayson, Jake Albers, Pujan Chheda, Aakansha Yadav, Akhil A S, Anisha Kachi, Athul Prakash A, Chilka Souji, Kandala Maniteja, Muhammed Shan K S, Praneet Vivek Borkar, Pushpa Singh, Pushpendra Singh Bhadauriya, Ragesh Ramachandran, Rajinikanth R, Rohit Kumar Singh, Sai Kiran Kakaraparthi, Satya Sagar Kolli, Sreeji Mol C.P., Sriram Parameshwaran, Svilen Aynadzhiev, Tarun Kemtur, Yellamilli Sai Hari Sandeep, Yukiko Ishiwata, 2D artists; Cinzia Pegorin, Lalida Karnjanasirirat , Aryan Sachdeva, Melanie Okamura, Binu Das , Aditya Suresh Maskar, Anchal Lahri, Aparna Balasaheb Mali, Gokul G S, Govardhan B, Manthena Sainitesh Reddy, MS Swathi, Prasad Sadanand Uchil, Quentin Mourier, Rakesh Maruthi Pujari, Shahid Hussain, Surendhar Stalin, Sindhuja M S, Yallamraju Venkata Raja Chandra, 3D artists; AerynGray Lau, Bill Lu, Jibin Baby P, Jyothika S, Kanta Singha, Paresh Kumar Swain, Shounak Chandrashekhar Padhye, matte painting; Anirudh Krishna Kurve, Avaneetharan Karuppasamy, Giri Prasath, Gorla Rakesh, Kishor Shivaji Apune, Mubin Munaf Qureshi, Nallur Suhas Bhat, Pabitra Kumar Sahoo, Paras Pareshkumar Shah, Pratik Vilas Pawar, Pritam Narayan Behera, Rais Pinjari, Sovan Tarafdar, Sushant Lavhande, Tirupati Bhavani Shankar Derangula, Viraj Virsen Gaikwad, Vivek Yogesh Kamble, matchmove artists; Abhay Singh Chauhan, Ahamadulla Khan, Amit Kumar Shukla, Amrita Pahan, Anilkumar Chauhan, Bhushan Sanjay Tawade, Bijeesh K U, Dalra Manikanta Sai, Harshad Rane, Hrushikesh Kadu, Imrojul Khan, Jaydeep Rajendra Jadhav, Kamlesh Chauhan, Naga Praveen Kumar Y, Nilesh Kale, Nitin Yashwant Thorat, Poly Das, Rahul Jagtap, Rakesh Gharti, Ravi Kant Mishra, Reddy Battula Durgarajesh Reddy, Rohit Kuppekar, Saurabh Patankar, Sekh Sahangir, Shaik Ravoof Basha, Suhas Sitaram Jadhav, Tribhuwan Kumar, Tushar Suresh Bhat, Umesh Shivade Vishal Devkar, roto artists; Greg Park, motion artist; Lachie Wappet, production coordinator. Sound Margarita Mix Nathan Dubin, sound designer/mixer; Sean Melia, Mike Murzyn, assistant engineers; Whitney Morris, Paula Arnett, exec producer; Brian Frank, operations manager; Matthew Horist, operations assistant.
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
