What comes to mind when you think of the power of a performance vehicle? It could be its loud, revving engines and tiny frame. Or the cacophony of rumbles and roars. That’s not the case with the all-electric Kia EV6 GT— its high-speed 576 HP engine doesn’t need to make a lot of noise to make a powerful statement. In the latest campaign by David&Goliath (D&G) which launched earlier this month, Kia illustrates that “Silence is Powerful”.
Weighing in on this notion is Kia’s inspiring spokesperson featured in the campaign— Kris Martin, a six-time National Kart Champion, NASCAR, and Le Mans professional race car driver who is deaf. As an advocate, motivational speaker and inspiration for the deaf community and families of those with deaf children, Martin is the perfect example of someone who has defied all odds, and behind the wheel of the EV6 GT, shows how powerful silence can be.
In the quiet campaign, the hero spot, directed by the renowned commercial and feature film director, Marc Forster, shows beautiful shots of Martin racing the EV6 GT along a professional track. Between clips of the stylish and innovative vehicle, Martin signs “I don’t need noise to tell me something is fast” demonstrating the electric car’s ability to go from 0 to 60 in 3.4 seconds.
Forster, who also directed notable films such as James Bond film Quantum of Solace and Monster’s Ball starring Halle Berry, captured the epic beauty of the campaign ethos through his experienced and gifted cinematic lens. “This campaign is a massive departure from your typical automotive work,” Forster elaborates. “Juxtaposing the throbbing rumble of the car with silence is a powerful device to illustrate the feel and texture of what Kris Martin experiences in the driver seat. We're made to feel the quiet during the storm."
“We are proud to launch this special campaign in partnership with professional race car driver Kris Martin,” said Robert Casillas, Executive Creative Director at David&Goliath. “As an inspiration for the deaf and race car community, we wanted to create a unique soundscape that made the viewer feel just how powerful silence can be.”
“We were also lucky to have worked with director Marc Forster to help bring this campaign to life,” said Courtney Pulver, Executive Creative Director at David&Goliath. “His passion for the message helped capture Kris Martin in an authentic, empowering way.”
"Working with David&Goliath was a wonderful experience,” remarks Forster. “Their commitment to breaking convention was a breath of fresh air, especially for this category of work."
In addition to the broadcast spot, D&G created unique, bite-size content for social media called “Sign Language Shorts.” These capture the campaign message in the shortest way possible and will launch only on social media.
In typically sound-on platforms like TikTok, our work embraces the power of silence to make an even louder statement. Other campaign elements include 15 and :06 cutdowns for paid digital and enthusiast print with campaign presence in MotorTrend Magazine, launching on November 18th, and Car and Driver Magazine launching on November 29th.
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