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Kia Optima commercial “Time to Shine”
Athletes have always been popular spokesperson choices for companies that want to represent their brand as strong, powerful and full of finesse, but other than sponsorship deals, it’s not too often that a product makes its way into the wide world of sports at the field level.
That all changed earlier this year, when at the NBA All-Star Game, basketball superstar Blake Griffin leapt over a Kia Optima sedan and easily walked away as the champion of the ever popular slam dunk contest.
Shortly after the event, which garnered worldwide exposure, the slam dunk heard round the world was used in a highly effective advertising campaign for the new Optima, using the catchphrase of “not your average dunk, not your average midsize sedan.”
That one-off shot did more to raise awareness about the Kia Optima than perhaps any other advertising method used previously, and it once again highlighted the power that sports holds over the buying public.
It came as no real surprise then that Kia opted to use Blake Griffin again, when the time came to run ads for the new 2012 Optima, but rather than the serious mode adopted in the previous ad, Kia and Griffin this time opted to poke a little fun at the dunk, whilst still getting the point across about the quality of the vehicle.
Titled “Time to Shine”, the 30 second Kia Optima commercial features Griffin on roller skates, and dressed in an Evel Kneivel type outfit, being pulled along by the Optima sedan which launches him up a ramp, and high into the air. He then catches a basketball fired out by a cannon, and after a few flips, Griffin dunks into a basket that is raised 45 feet off the ground.
The ad was created by advertising agency David & Goliath, who may be best known for their trio of hip-hop hamsters that are used in the wildly successful ads for the Kia Soul.
A representative for Kia stated that the original dunk was the launching point for their relationship with Griffin, saying that the youthful style and performance of the Optima 2012 was perfectly mirrored by Blake every time he stepped on the court.
At this point Kia is the only automaker that has a professional basketball player as their global representative, and as long as Griffin continues to wow fans on the court with his eye popping performance, that’s not likely to change anytime soon.