The new NBA season is here, and Kia America is ready to celebrate with a creative campaign featuring its most-awarded vehicle ever, the Telluride SUV, and one of its most legendary ambassadors, four-time NBA champion Draymond Green. The campaign, titled “Legends in the Making”, showcases the Telluride’s ruggedness, capability, and style, as well as Green’s versatility, toughness, and charisma.
The campaign kicks off with a 30-second spot called “Loose Ball”, which debuts tonight during the opening game of the 2023-2024 NBA season on ESPN. The spot features Green and his daughter, Olive, in a playful and heartwarming scenario that highlights the Telluride’s adventurous spirit and family-friendly features. In the spot, Green is seen in a remote forest with a Wolf Gray 2024 Telluride X-Pro SUV, where he encounters an unexpected guest. He then drives back home to play basketball with his daughter, who shows off her own skills and confidence.
The spot was developed by Kia’s newest technology and creative partner, OPUS, a company founded by former Beats by Dr Dre CMO and Apple Vice-President, Omar Johnson. OPUS uses its proprietary analytics and insights platform to help brands connect to audiences in authentic ways. Johnson said that Green was the perfect partner for Kia, as he embodies the spirit of the Telluride: rugged, durable, and multidimensional. He also praised Green for inviting his daughter to feature in the campaign, saying that it showed a different side of him that the world doesn’t get to see.
Green, who is an NBA star, commentator, and podcast host, said that he was excited to embark on this partnership with Kia. He also said that he had fun making the spot in the Kia Telluride, a striking blend of great style and ruggedness.
The campaign will also include digital, social, and charitable components, as well as additional activations throughout the NBA season. Kia America’s vice president of marketing, Russell Wager, said that the campaign was designed to further strengthen the brand’s association with the NBA and its fans. He also said that the campaign was a tribute to the Telluride’s legendary status, as it has surpassed some of the toughest and most formidable SUVs on the market to become Kia’s most-awarded vehicle ever.
The Kia Telluride is a midsize SUV that offers seating for up to eight passengers, a powerful V6 engine, an advanced all-wheel drive system, a spacious and luxurious cabin, and a host of safety and technology features. It has won numerous awards and accolades since its debut in 2019, including the 2020 North American Utility Vehicle of the Year, the 2020 World Car of the Year, and the 2020 MotorTrend SUV of the Year. The 2024 model year introduces a new X-Pro trim level that adds more off-road capability and style to the Telluride lineup.
The Kia Telluride and Draymond Green are both legends in their own right. Together, they make a winning combination for the new NBA season. To learn more about the Telluride and the “Legends in the Making” campaign, visit Kia.com or follow [Kia America] on social media.