The Problem

Celebrity car advertising has a familiar formula.

Celebrity.
Car.
Compliment.
Cut.

Everyone gets paid.

Nobody remembers the ad.

The Shift

Don't make Blake Griffin the spokesperson.

Make him the problem.

The Idea

Cast Blake as the star of increasingly ridiculous Hollywood blockbusters: Western hero, gladiator, fighter pilot.

Then have him ruin every director's carefully planned scene by replacing the horse, chariot or fighter jet with his Kia Optima.

Because in Blake's mind, every movie gets better with an Optima.

Showdown feat. Blake Griffin

NBA All-Star Blake Griffin stars as the lead role in a few big-budget action movies, Blake Griffin adds his "magic" and replaces his mode of transport with the Kia Optima. This was one of the best shoots I've had the opportunity to be part of, Blake is a natural behind the camera. 

Fighter Pilot feat. Blake Griffin

Gladiator feat. Blake Griffin

Grocery shopping

SILVER CLIO SPORTS
Film · 2015

The films ran nationally throughout the NBA season across TNT, ABC, ESPN and NBA TV, supported by digital, social and an interactive experience.

During the campaign year, the Optima remained Kia's best-selling nameplate and set another US sales record:

159,414
OPTIMAS SOLD

Kia went on to renew Blake for another national campaign, publicly crediting the partnership with helping raise its profile and playing a significant role in making Kia the most recognized automotive brand among basketball fans in America.

The celebrity endorsement didn't become an ad.

It became a five-year franchise.

With: David Angelo, Colin Jeffery, Chris Hutchinson, Driscoll Reid, Kristian Grove Møller, Jason Rappaport, Kacey Coburn and
The Mill LA. @David&Goliath, Los Angeles