Kia Soul: Mobster

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Released:	February 2009
Advertiser:	KIA
Brand name:	KIA Soul
Agency:	PUBLICIS TORONTO
Country:	Canada
Category:	Cars

Credits:

Client: KIA Canada Inc.
Spot Titles: Mobsters, Well, Cabin
Product: KIA Soul
Website: peerintoasoul.ca

Agency: Publicis, Toronto
Executive Creative Director: Duncan Bruce
Associate Creative Director: Gary Holme
Creative Director: Pat Pirisi
Art Director: Gary Holme
Writer: Pat Pirisi
Producer: Dale Harrison
VP, Brand Director: Tony Ciccia
Account Supervisor: Dan Clark

Director: Mark Gilbert
Production Company: Untitled Films, Toronto
Executive Producer: Peter Davis
Line Producer: Sean Cooley
Director of Photography: Robert Yeoman
Production Designer: Stephen Sumney
Art Director: Gus Black

Editorial: Mick Griffin, Rooster Post Production, Toronto
Producer: Melissa Kahn
Asst. Editor: Jeff Poremba

Online Editorial: Track & Field, Toronto
Smoke Artist: Ernie Mordak
Asst. Artist: Andrew Rolfe

Transfer House: Alter Ego Post, Toronto
Colorist: Eric Whipp

Music and Sound Design: RMW, Toronto
Composer "Cabin" and "Mobster": Guido Luciani
Composer "Well": Mark Rajakovic
Sound Designer: Paul Sealey
RMW Music Producer: Ted Rosnick


Notes on the "Peer into a Soul" TV campaign from Untitled Films director Mark Gilbert:

I think the creative on these was really strong so we tried to elevate them in any way that we could.

The campaign is essentially based around these 15-second teasers of people staring into our living rooms. So we pushed the onlooker's gaze right up to the tipping point between the curious and the slightly unsettling. We wanted them to be intimate but to also stick with the viewer and create curiosity.

In the 30's, I love that the car is fully revealed only at the end. Everything leads to the car. But, because we thought the story was elsewhere (with the killer, the guy in the well or the mobsters), the Kia is the reverse McGuffin.

We wanted to tip our hat to classic film conventions while still giving the campaign a look that the Soul could own. Robert Yeoman, who has become one of my go to DP's, worked on these and did a brilliant job. We shot them all in California: Mobsters was shot on the back lot at Fox Studios, Cabin was shot at the Disney Ranch and Well was shot just outside of L.A. We actually got snowed out of one of our locations and had to make some last minute changes to the well location, but it all worked out in our favor in the end.

There was heaps of collaboration that went into these and I think that is why we ended up in such a good place. And, all props to the client for letting us push the envelope and do something fresh.