Kia America's most-awarded vehicle ever, the Telluride SUV, is the star of a new creative campaign that debuts tonight during the opening game of the 2023-2024 NBA season on ESPN. Developed by Kia's newest technology and creative partner, OPUS, the 30-second spot "Loose Ball" features Golden State Warriors power forward Draymond Green and his daughter, Olive, and serves as the official tip off of Kia's "Legends in the Making" campaign which is designed to further strengthen the brand's association with the NBA and its fans.
The spot opens with Draymond Green in a way that audiences have never seen him before, deep in the woods with a Wolf Gray 2024 Telluride X-Pro SUV in the background. As Green turns to walk back to the Telluride, he's greeted by an unexpected guest. Up for any challenge, Green jumps in his Telluride to make a quick getaway before returning home to hoop with his daughter.
"The rugged and capable Kia Telluride took the brand to new heights, all the while besting some of the toughest and most formidable SUVs on the market to become a legend in its own right," said Russell Wager, vice president, marketing, Kia America. "'Loose Ball' is the perfect metaphor to that story with Draymond Green teaching his daughter to become legendary herself, and it was brilliantly brought to life by our new partners at OPUS."
Founded by former Beats by Dr Dre CMO and Apple Vice-President, Omar Johnson, OPUS leverages its proprietary analytics & insights platform to help brands connect to audiences in authentic ways.
"Kia wanted the perfect partner, and we recommended an athlete who captures the spirit of the Telluride: rugged, durable and multidimensional," commented Johnson. "That guy is Draymond, and our analytics agreed. Draymond's scores were through the roof. And then Draymond, the super-dad that he is, invited his own legend in the making, his daughter Olive, to feature in the campaign." Observed Johnson, "We loved Draymond's idea, and we're proud to show the world the Draymond we know and love, but the world doesn't get to see."
NBA star, commentator and podcast host Draymond Green had fun making the spot in the Kia Telluride, a striking blend of great style and ruggedness. "I'm excited to embark on this partnership with Kia," said Green. "And getting to work with my daughter, Olive, in the spot is a real career highlight." As he and his wife prepare to welcome a new addition to their family soon, Green continued, "and the Telluride's spacious interior and 3rd row are clutch right now."
In addition to the 30-second broadcast spot, the campaign includes 15- and 6-second cut downs, social media elements and a charitable component through a partnership with Draymond Green's selected charity, The Family Basketball Organization. Founded by his beloved coach and mentor, Durand "Speedy" Walker, The Family Basketball Organization uses basketball to teach life lessons that translate beyond the court in an effort to foster confident leaders and disciplined professionals.
"Kia is proud to partner with Draymond Green and OPUS on this new campaign," continued Wager. "Together, we were able to tell an exciting, heroic story that celebrates family, basketball and the legendary Telluride SUV. Our partnership with OPUS allows us to connect with our audience with speed and precision. We can't wait to unveil even more surprises for fans as the season unfolds."
In addition to being the Official Automotive Partner of the NBA, Kia America is also the Title Partner of the All-Star Game MVP Award and All-Star MVP fan vote.
Kia has served as the "Official Automotive Partner of the NBA" for 16 seasons and the 2023 Kia Telluride X-Pro is the Official Vehicle of the NBA, WNBA and NBA G League. In addition, Kia has relationships with 13 NBA teams including: Atlanta Hawks, Charlotte Hornets, Chicago Bulls, Cleveland Cavaliers, Detroit Pistons, Golden State Warriors, Los Angeles Clippers, Miami Heat, New Orleans Pelicans, New York Knicks, Orlando Magic, Philadelphia 76ers and Phoenix Suns.
Kia America – about us
Headquartered in Irvine, California, Kia America continues to top automotive quality surveys. Kia is recognized as one of the TIME100 Most Influential Companies of 2023. Kia serves as the "Official Automotive Partner" of the NBA and offers a range of gasoline, hybrid, plug-in hybrid and electric vehicles sold through a network of over 775 dealers in the U.S., including several cars and SUVs proudly assembled in America. The K5, Sportage, Sorento, and Telluride (excludes HEV and PHEV models) are assembled in the United States from U.S. and globally sourced parts. For more information visit www.kia.com.