The campaign features tennis champion Rafael Nadal.
Kia has unleashed its 'Get Mean' campaign for the launch of its new Cerato GT.
Kia, which is a sponsor at the Australian Open, launched the work during the popular tennis event.
Created by Innocean Australia and featuring brand ambassador Rafael Nadal, the TVC shows various people 'getting mean' and recreating the noise of its new turbo-charged Cerato GT in a push to show the more provocative side of the brand.
Kia also released a game to support the launch, demonstrating to players that “the meaner you growl, the faster the Cerato GT will go”.
The campaign rolls out across digital, out of home and social. It also appears on court-side screens and in an immersive gaming experience at the Australian Open.
Innocean ECD Steve Jackson said the work took a more playful tone in a sector that can often take itself too seriously.
“This campaign injects a whole lot of fun into the category and a bit of attitude into the Kia brand,” Jackson said.
“You can’t make the sound of the Cerato GT without pulling a mean face and you can’t see the game without wanting to have a go yourself.”
Credits:
Client: Kia Motors Australia
Chief Operating Officer: Damien Meredith
GM, Network Development: Manuel Tyras
Brand Manager: Andrew Phan
Agency: Innocean Australia
Executive Creative Director: Steve Jackson
Creative Director: Paul Bruce
Creatives: Roy Leibowitz & Chris Wilson
Executive Producer: Craig Sloane
Production Director: Warrick Nicholson
Senior Digital Producer: Jye Calder
Account Management: Jamie Clift, Nalisha Dahya & Amber Lowings
Director / Photographer: Simon Harsent @ Pool Collective
DOP: Matt Stewart
Post-Production: Heckler
Head of VFX: Jamie Watson
Executive Creative Director: Luca Ionescu
Executive Producer: Will Alexander
Senior VFX Producer: Amy Jarman
Head of 3D: Tom Corbett
Lead Editor: Andrew Holmes
Senior Colourist: Greg Constantaras
3D Artists: Tim Jarick, Dusan Marjanovic & Boris Fomin
VFX Artists: Younguck Ha & Bertrand Polivka
Animators: Fred Venet & Shaun Leong-Williams
Game Developers: Code on Canvas
Activation Partner: Bastion
Media: Innocean & Havas
