It has been a long wait with a lot of teasing but Toyota’s Wizard, “the most anticipated new vehicles in over 20 years” – aka, the Toyota GR Supra, has launched inside a pinball machine, just after the half-time entertainment.
The Saatchi & Saatchi spot features The Who’s classic hit, Pinball Wizard, and was directed by Golden Globe nominated director and screenwriter, Marc Forster, who is known for directing powerful performances in films like Monster’s Ball and Kite Runner.
Wizard was created by Toyota’s agency of record, Saatchi & Saatchi and the media was placed by Saatchi & Saatchi and Zenith Media. “
Here’s the lead-up story:
Here’s the spot:
https://youtu.be/u1LSwcwnpo4
And here are the credits: Credits_Supra_Super_Bowl_Wizard_
Meanwhile, David&Goliath’s 90-second Super Bowl ad for Kia has raised emotions almost as high as the game itself.
“We are not famous,” a young boy states in the opening frame. “There are no stars in a sidewalk for us. No statues in our honor. We’re just a small Georgia town of complete unknowns.”
For Kia’s 10th consecutive appearance in the Big Game, the auto brand known for its challenger spirit took an unconventional approach. No celebrity. No humour. Instead the rousing ad, Give It Everything, pays tribute to The Great Unknowns, the hard-working people of America. And that homage began with its own hard-working Americans, the workers of Kia’s West Point, Georgia plant who build the new 2020 Telluride SUV.
“Because we are not known for who we are,” the boy continues, “we hope to be known for what we do. What we build.”
The spot, which aired during the third quarter, ends with the super, Here’s to the Great Unknowns. Give It Everything.
https://youtu.be/u_awpNKfjDk
The campaign not only launches Kia’s new SUV, but it also introduces an evolution of the brand’s positioning and expression that brings its unstoppable spirit to the forefront.
“Rather than just launch a Super Bowl spot, we wanted to create a movement. One that recognises the challenger spirit in all of us,” stated David Angelo, founder & chairman of D&G.
“Give It Everything is Kia’s authentic truth that comes from its history of being a challenger. The hard-working people of West Point fully embody this spirit. So we thought, what better way to honour these great unknowns than to give them the spotlight on America’s biggest television event of the year. Starting now, Give It Everything is Kia’s new company ethos and will fuel everything it does. From inside its four walls, to the dealership experience, to supporting education for America’s youth. Because when you give it everything, there are no limits to what you can achieve.”
In the spirit of Give It Everything, the campaign also unveiled Just a Small Georgia Town, the short form documentary behind the town at the centre of the Super Bowl ad. West Point, GA, is a small town that rose from the ashes of a collapsed textile industry, relying on only its courage to see it through to the other side, before finally finding new life when Kia opened its new plant there nearly 10 years ago.
https://youtu.be/xC1ApcYR4NQ
The money Kia saved by not paying a celebrity will be used to create The Great Unknowns Scholarship, to assist eligible students who plan to continue their education in college or vocational school programs. The goal is to discover and reward young Americans who embody the spirit of “Give It Everything,” and help them pursue their academic dreams.
Angelo added, “The Great Unknowns Scholarship is just one piece of the overall movement that comes to life on multiple platforms. It’s not about one thing, but rather a drum roll for the brand ready to solidify its truth on the world stage.”
Other elements of the integrated campaign include print, digital, social and outdoor. 60- and 30-second cut-downs of Give It Everything will be accompanied by spots highlighting the product features of the Telluride, including a Presidents’ Day spot, plus static and HTML5 banners across lifestyle and shopping websites and four feature-focused videos that will run in pre-roll.
Here is its back story:
Super Bowl: David&Goliath & Kia challenge the Super Bowl celebrity ad tradition
And here are its credits: Kia Super Bowl credits
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