Kia: Tough Never Quits
Brand
Date
Sep 2020
Description
Kia’s 'Tough Never Quits' campaign spotlights resilience through a narrative structure that bridges childhood perseverance with adulthood. The film, created by agency David & Goliath, follows a young protagonist navigating urban landscapes, intercut with scenes of a driver operating a Kia Seltos through city streets. The execution leans into a gritty, atmospheric aesthetic defined by cinematic lighting and desaturated color grading. This live-action piece emphasizes the connection between personal persistence and the automotive experience, with production led by Spinach and post-production and visual effects provided by a52.
Style
Horizontal, Action, Cinematic, Desaturated
Industries
Color
Mustard
Jet Black
Background
Street
Context
TVC / TV Commercial
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