<a href="http://www.rabbitcontent.com.>Rabbit, Bicoastal, directing duo +jacksonkarinja fuse eco-consciousness and driving space in the new :30, “Share the Road,” for Kia out of David & Goliath Canada, Inc. The spot features the 2011 Kia Sportage driving through rough terrain and city streets alike, paying homage to the brand’s original product, a bicycle. The spots were shot in the San Francisco bay area and premiered for Canadian broadcast in early January.
“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.
About <a href="http://www.rabbitcontent.com.>Rabbit
Throughout literature, folklore and pop culture, the <a href="http://www.rabbitcontent.com.>Rabbit is famed as a trickster, an upstart, a lovable rogue. It is also a new model for a production company. With a talent pool extending from Manhattan to Hollywood to Silicon Valley, <a href="http://www.rabbitcontent.com.>Rabbit defies easy categorization. Except for its mischievous nature, of course. www.rabbitcontent.com.
Credits
Client: KIA
Title: “Share the Road” :30
Production Company: <a href="http://www.rabbitcontent.com.>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
