Steven Tyler Big Game Ad – Feel Something Again
Aerosmith's Steven Tyler isn't getting any younger, except in the new Super Bowl spot for Kia where he races a car in reverse and erases those rock 'n' coil years in the process.
Kia has released its new Stinger model, which information technology calls its "highest performing and most anticipated model in the company'southward history", according to a release. The auto brand's threescore-second spot features the car as a symbol of youthful optimism by showing Tyler recapturing his youth by driving the car.
Created by agency of record David&Goliath, Kia's spot, titled 'Feel Something Once more,' stars legendary rocker Tyler at an old abandoned racetrack. With the familiar notes of his ring'due south 'Dream On' playing backwards, Tyler looks as though he'southward well-nigh to race the Stinger against another fable – two-fourth dimension Formula Ane and Indianapolis 500 champion Emerson Fittipaldi.
As he gets behind the wheel, with a moment of reflection, rather than driving the machine forward, Tyler takes the car backwards around the track in reverse. When he stops, he steps out of the Stinger as a younger homo in the early 1970s – a rock star in his prime, at a moment when he felt most live.
The spot ends with the on-screen text 'Experience Something Once again' accompanied by the Stinger logo text with its 'Fueled by Youth' tag.
David Angelo, founder & chairman of D&One thousand, said: "After test driving the Stinger and all its competitors, the biggest deviation was that the Stinger made me feel something. The claiming was to bring that feeling to life in a way that was totally unexpected. Kind of like driving backwards on a racetrack to another betoken in time. We chose Steven Tyler because like the Stinger, he is a challenger brand himself with an ageless, audacious spirit.
"And while the expectation would be to utilize sense of humor, we purposefully chose a more serious and epic tone to properly reflect the Stinger's persona and where the Kia brand is going."
D&M worked with Nicolai Fuglsig of MJZ, the manager of '12 Potent', to requite the spot a cinematic, almost haunting, tone.
Angelo added: "One of the biggest challenges was authentically re-creating the 25-year-old version of Steven. We had to become that absolutely right. Fortunately, thanks to the amazing artists at The Mill, nosotros were able to get the glowing approval of Steven, his daughter, friends and a handful of rockers who know him best.
"With the help of Human, an LA-based music visitor, and Steven Tyler, nosotros created an original music composition that gradually transforms into Tyler's 'Dream On' – a song about the passage of fourth dimension – almost as if it was a afar memory that resurfaced equally he raced back through the years."
The Stinger Super Basin entrada started with the 15-2d 'Fittipaldi' online teaser. A 30-second launch spot, 'The Rise', will go live in broadcast during the Super Bowl pre-game on Sunday, February 4. The sixty-second 'Feel Something Again' goes live today (February 1) and will air during the 3rd quarter of the Big Game. Beginning Monday, February 5, a 30-second spot titled 'What Every Racer Needs' will brainstorm ambulation to sustain the campaign.
Kia likewise has a little surprise in the spot to inspire people appoint with the brand via social media. Based on the phenomenon of rock and coil musicians hiding secret letters in their albums in the 70s, Tyler included a niggling bulletin into the spot. People who watch the spot on YouTube can hear something strange only will simply brand out the actual message when watching the spot in reverse, which volition be provided on the make'due south aqueduct. On Twitter Kia will appoint with their audience to see who got the hidden message correct.
Tyler isn't a stranger to Super Bowl ads, having featured in a strange Skittles ad in 2016. Last yr'due south Kia ad was a more than humorous spot with Melissa McCarthy.
Source: https://www.thedrum.com/news/2018/02/01/ad-the-day-steven-tyler-drives-back-time-recapture-his-youth-with-kia-stinger
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