To underscore the altruistic possibilities of Kia’s all-new Sportage SUV, agency David&Goliath created a spot titled “Beachcomber,” directed by Nicolai Fuglsig of production house MJZ. The :30 tells an endearing story of one man’s conservation effort to help save the sea turtles. Showcasing the multi-terrain AWD and class-leading horsepower of the SUV, the spot opens on a scenic beach as the Sportage’s intrepid driver retrieves a custom-made drag rake from its spacious cargo to swiftly collect the distressing amounts of trash sprawled across the beach–from plastic bottles to empty wrappers. The Sportage circles beach until every last piece of trash is retrieved for recycling. As the driver sits back and takes in the ocean and now-pristine scene, scores of sea turtles emerge from the surf, to safely nest in the sand.
A simple summary completes the story–“Make more good. In the all-new Sportage X-Pro.”
As part of Kia’s Accelerate The Good charitable initiative, the brand will be partnering with Sea Turtle Inc., an organization looking to rescue and rehabilitate injured sea turtles, educate the public and lead conservation efforts for critically endangered Kemp’s Ridley and all other endangered sea turtles. Kia’s donation will help the organization completely renovate and expand their clinic to include a surgical suite, treatment area and blood work station at Sea Turtle Inc.’s facility in South Padre Island, Texas. Visitors will be able to watch treatments and procedures via a ground-to-ceiling viewing window of the few hundred sea turtles found and treated annually.
