Seen+Noted: KIA celebrates Aussie culture via latest commercial for their first ever Ute

Scoundrel director Ariel Martin has helmed the latest commercial for KIA to celebrate the launch of its first ever Ute.

Set against the backdrop of the nation’s beloved pub culture and iconic sporting heritage, this campaign is a tribute to the Australian way of life, blending the passion for sports with the practicality and adventure embodied by the new Kia Ute.

With the Australian ethos at its core, the campaign ventures beyond traditional car advertisements, weaving a narrative that resonates deeply with the Aussie spirit. A tale of sporting heroes, unbridled rivalry, and pub culture. And most importantly, Kia’s first Ute.

Beautifully crafted by Martin, the spot bounces through a series of comedic and heartfelt moments tailored to resonate with Australians’ shared sporting knowledge, the campaign highlights the new Kia Ute’s role not just as a vehicle, but as a companion in the everyday lives of Australians.

Says Martin: “It’s not often I get to work on a campaign that draws on my bottomless pit of obscure Australian sporting knowledge. It was a fun set, with all of our sporting legends fully onboard to create the world of this mythical pub.”

Client: Kia
General Manager – Marketing: Dean Norbiato
Brand Manager: Brendan McGrath
Social Media and Content Coordinator: Denisha Philipthas
Digital Marketing Manager: Tim Manning

Agency: Innocean

Production: Scoundrel
Director: Ariel Martin
Executive Producer: Adrian Shapiro
Producer: Giordi Caputo
DOP: Simon Ozolins
Art Director: Miles Pitt
Post House: ARC Edit
Editor: Jo Scott
Grade: Matt Fezz

Music and Sound by MassiveMusic
Creative Director: Lance Gurisik
Composer: Adrian Sergovich
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia