Kia Soul ad campaign features DASK NFT characters

MANILA: Kia America has rolled out a new creative broadcast campaign for the 2023 Kia Soul. The 30-second advertisement, which premiered last Friday, July 15, features NFTs as talent and a QR code embedded into the creative. With the help of the Sweet NFT platform, viewers may easily get one of the 10,100 Kia-themed NFTs by scanning the code with a smartphone, and it will be automatically deposited and stored in their personal Sweet blockchain wallet.

The “Built for Whoever You Are” campaign was produced by David&Goliath, the official creative partner of Kia. It includes a 30-second ad that features three of the most well-known DASK NFT characters getting into a brand-new 2023 Kia Soul and cruising around a city. The NFTs pull into a burger joint for a late-night snack, and when they proceed through the drive-through to pick up their order, they get quite a few doubletakes. The NFTs proceed up a narrow canyon road, where they create an elegant outdoor table and take in the view while enjoying their meal, making the experience uniquely their own. The NFTs are a part of the DASK collection of NFTs, which consists of premium 3D computer-generated collectibles with over 150 handcrafted features.

In a statement, Kia America Vice President for Marketing Russell Wager said, “With its iconic style, endless adaptability, capability and advanced technology, Soul redefined the boxy small-car segment when it was first launched in 2009 and has steadily evolved to appeal to customers across generations with its edgy good looks, practicality, and efficiency. The Soul is as individualistic as the NFTs are, and as a brand, Kia is always innovating to stay on the cutting edge.”

The 10,100 Kia NFTs include special edition generative DASK + Kia-themed NFTs. Each of these limited edition digital collectibles takes design cues from the DASK NFTs seen in the advertisement as well as the 2023 Kia Soul.

“With Kia, we want the work to be as innovative as the vehicles so we thought, what if we could be the first to take a few NFTs for a ride? Living, breathing and of course driving, like never before. And who better to capture the multi-hyphenate Soul driver than the DASK skeletons who embrace individuality because after all, whoever you are, or where you come from, all that matters is that you have a soul,” David&Goliath Chief Creative Officer Ben Purcell stated.

Kia had previously ventured into Web3 when the “Robo-Dog” from Kia's Super Bowl ad was made into a digital collectible last February as part of Sweet's NFT launch with Kia America, with sales going to The Petfinder Foundation, which aids shelter animals in finding their permanent homes.

“We are truly proud to join forces again with such a recognizable brand to launch this unique collection for the general public. Above all, it’s a significant milestone for mass adoption since it marks the first NFT drop embedded into a national TV commercial. As such, it will be seen by millions of people, many of whom are experiencing the world of Web3 for the first time,” Sweet Founder and Chief Executive Officer Tom Mizzone said.

The 2023 Kia Soul, which is now available in the US, has been upgraded both inside and out, with a simplified lineup, new colors, and two option packages loaded with technology and convenience.

Photo from Kia

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