Blake Griffin In 'The Zone' For Kia's NBA TV-Led Tip-Off Activation

Long-time Kia NBA pitchman Blake Griffin returns to the league’s automotive sponsor’s new season campaign with four fresh commercials for the new Optima.

Continuing the tongue-in-cheek tone of previous executions, this campaign’s creative brings everyday people into the narrative.

The kickoff ‘Next Level’’ spot, which debuted during the Kia NBA Tip-Off game, features an everyman driving an Optima into an ethereal, astral plane – called The Zone – where Griffin is stretched out on a lounge chair reading a paper.

After discussing a set of vehicle ‘handling’ benefits, the LA Clippers star explains that he is actually in the middle of an intense game, but as he’s in The Zone, he’s relaxed.

The follow-up spots will feature the NBA star playing chess, making a sandwich, and hosting a weather report – all in the midst of games.

The spots direct viewers online to discover more about the Kia/Griffin partnership – http://www.kia.com/us/en/content/why-kia/partnerships/blake-griffin.

In addition to the TV work, the campaign is further supported across digital and social media elements.

The initiative, which has been developed by agency David & Goliath, is rolling out to leverage interest in the opening of the 2015/16 NBA season.

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Blake Griffin has been a keystone in Kia’s marketing campaigns for cars like the Optima sedan since Kia became official NBA sponsor in 2011.

The creative is based around what the brand feels is Blake’s fun and congenial personality, plus his natural comedic prowess.

Previous Kia/Griffin ads include 2015’s ‘Roman Speech’

and ‘Fighter Pilot’ spots,

plus 2013’s ‘Time Travel’ ad.

Not to mention his ‘Dunk Over A Kia’ stunt at the 2011 All-Star contest.

But, of course, this big news about Kia’s NBA partnership activation is this week’s announcement that the league’s car partner has signed the first ever shirt sponsorship deal in the big four US sports deals that will see this season’s All-Star shirts carry the Kia logo (see case study).

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http://kia.tumblr.com/

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