Sometime recently, golf became a cool thing to do, and I swear to god I did not get this memo. Michelle Wie even has a swarovski crystal sparkly peg. Where do you even buy stuff like that? Well, since Michelle Wie is the rising star of golf, and Kia are the "rising star" of cars, they figured they should get together and scare the bland med at the golfclub.
Michelle Wie exemplifies everything Kia stands for – challenger spirit, superior performance and of course, terrific style. So, it seemed like an obvious choice to sponsor her and tell that story. The TV spot shows an antiquated country club – exemplifying everything we’ve come to associate with “old world golf” – that’s pleasantly disrupted when Michelle Wie arrives. Like Kia to the automotive category, Michelle brings a refreshing, youthful energy to the world of golf in a way that’s never been seen before. The music, Kid Sister’s, “Pro Nails,” helps reinforce that idea. To pull off the TV effort, D&G enlisted Anonymous Content director Mark Romanek and Spotwelders editor Michael Heldman.