Kia recruits Rafael Nadal to recreate car noises in ‘Get ready to Get Mean’ campaign
Car manufacturer Kia has recruited Rafael Nadal and other people to recreate the noises a car makes in its ‘Get ready to Get Mean’ campaign.
The ad consists of close ups of peoples faces as they make the sounds of a car. The noises are then edited to sound like a racing car.
The ad debuted shortly after Nine announced Kia as a lead advertiser for the network’s first year of broadcasting the Australian Open tennis tournament.
ANZ, Uber Eats and AGL were also unveiled as key advertisers for the event.
Kia’s creative agency of record is Innocean, who in 2017 helped the brand run a media pitch.
Havas Media ended up winning Kia’s media account from incumbent agency Initiative.
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
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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The advertising during the Australian Open has been sadly disappointing – besides the Uber Eats concept which is the best of a bad bunch – the Kia ad became grating after the first one or two times; Ultra Tune ads are always appalling and wow Charlie – just how far can you fall; and then we have to put up with Clive Palmer banging on at us as well. Surely with all those eyes on Channel 9, this is a great opportunity for agencies to “lift their game” and do some really great work. Instead it’s a good time to step away or mute the TV between some great tennis.
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I really like this ad. Creative and different, just seeing Rapha make the noise and being silly is enough. I have found the Uber ads pretty boring and not well thought out. This ad is much better and would have a higher engagement rate both on TV and on Social.
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Jill Collins [Edited under Mumbrella’s comment moderation policy]
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Love this add makes me laugh
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This add is the worsted add it puts me off buying a kia vehicle ever
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