Kia ‘Tasman’
One bar. 20 Australian sporting legends. Zero car. Or even the name of the car.
The ‘Kia’s Getting A Ute’ campaign launched during the NRL Vegas opener to tease the arrival of a ute made for Australia. The first phase features Australia’s biggest sporting icons all stating their claim to have their name on the metal.
Some commenters called it the most iconic Australian ad ever. All I remember is that The Volk wanted 20 hard boiled eggs on set.
‘Tasman’ Teaser
‘Tasman’ Case Study
‘Tasman’ Award Board
The sport stars boast 29 Premierships, four Paralympic gold medals, four World Championships, 26 Grand Slams, one Golden Slam, three Melbourne Cups, six sporting captains, two Australians of the Year, two Young Australians of the Year, nine Hall of Fame entrants and a National Living Treasure.
The icons continued this game of one-upmanship in their socials, until the name ‘Tasman’ was revealed in phase two of the campaign months later.
The campaign and game of one-upmanship continued into social, radio, OOH, and even giant murals.
★ Awards
Clio Sports, 2024
Bronze in Integrated
Shortlist in Film
Ad News Awards, 2024 (TBC)
Finalist for Ad Campaign of the Year
Finalist for Game Changer Award
One Show Asia
Finalist for Integrated
Shots APAC Awards, 2024
Finalist in Casting
Bronze in Cinematography
Bronze for Best Concept
Bronze in Direction
Finalist in Editing 61sec and above
B&T Awards, 2024
Best Integrated Ad Campaign
Best TV Campaign
Best Video Campaign
Award Australia, 2024
Bronze in Advertising | PR & Promotion - Best use of Paid Talent and Influencers
Shortlist in Advertising | PR & Promotion - Product Launch
Silver in Advertising | Social Media - Use of Talent and Influencers
Bronze in Craft | Casting - Casting for Film Advertising
Shortlist in Craft | Copywriting - Best Film Script, Individual
Bronze in Craft | Direction - TV and Cinema Commercials
Bronze in Craft | Editing - Branded Content, Entertainment & Social
Shortlist in Film & Entertainment | Film advertising - TV Commercials Over 30 Seconds
Caples Awards, 2024
Silver in New product/Service Launch
Bronze in Integrated
Bronze in Social & Influencer
Bronze in TV Advertising
B&T Magazine, April 2024
Campaign of the Month
Best Ads, March 2024
Winner for Best Film