Creativity

Steven Tyler Reverses and Finds Youth Again in Kia's Super Bowl Spot

MJZ's Nicolai Fuglsig Directs Spot for David & Goliath

By E.J. Schultz. Published on Jan 31, 2018

Editor's Pick

Aerosmith's Steven Tyler is turning back the wheels of time with a lap around the racetrack in Kia's Super Bowl ad. The aging Aerosmith frontman rediscovers his youth in a dusty, barren track in the middle of nowhere by squaring off against racing legend Emerson Fittipaldi.

But instead of zooming forward, Tyler throws his Kia Stinger in reverse, setting off what amounts to be a trip back in time that leaves him younger and wrinkle-free, greeted by screaming fans straight outta the 1970s.

The spot seems aimed at Tyler fans, such as aging baby boomers, who might emotionally connect with the appeal of shedding a few years. "Feel Something Again" appears in text on the screen as the Stinger performance sedan is plugged in the ad copy as being "fueled by youth."

The 60-second spot, created by David&Goliath and directed by MJZ's Nicolai Fuglsig, will air in the third quarter. Last we saw Tyler in a Super Bowl, he was still old, appearing two years ago on behalf of Skittles.

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Credits

Date
Jan 31, 2018
Agency:
David & Goliath
Client:
Kia
Founder & Chairman:
David Angelo
President:
Yumi Prentice
Chief Creative Officer:
Bobby Pearce
Executive Creative Director:
Gustavo Sarkis
Creative Director:
Basil Cowieson
Creative Director:
James Cohen
Creative Director:
John O'Hea
Creative Director:
Courtney Pulver
Copywriter:
Mark Monteiro
Copywriter:
Steven Tyler
Director of Broadcast Production:
Paul Albanese
Executive Broadcast Producer:
Curt O'Brien
Director of Digital Production:
Peter Bassett
Digital Sr. Producer:
Justine Kleeman
Senior Art Producer:
Cara Nieto
Chief Strategy Officer:
Wells Davis
Group Planning Director:
Andrew Lynch
Planning Director:
Ed Gibson
Associate Director of Project Management:
Genie Lara
Senior Project Manager:
Amy Chiang
Project Manager:
Paul Stephens
Managing Director:
Jeff Moohr
Account Director:
Aleks Rzeznik
Account Supervisor:
Annelise Lorenzo
Account Director:
Marco Koenig
Account Supervisor:
Rebecca Hanson
Product Information Manager:
Russ Wortman
Business Affairs Director:
Rodney Pizarro
Senior Business Affairs Manager:
Natasha Royzina
Talent Manager:
Jason DelosSantos
Production Company:
MJZ
Director:
Nicolai Fuglsig
Director of Photography:
Alwin Kuchler
Production Designer:
Christopher Glass
President:
David Zander
Executive Producer:
Emma Wilcockson
Producer:
Karen O'Brien
Editorial Company:
EXILE
Editor:
Grant Surmi
Assistant Editor:
Dusten Zimmerman
Executive Producer:
CL Weaver
Producer:
Brittany Carson
Visual Effects Company:
The Mill
Creative Director:
Robert Sethi
Visual Effects Supervisor:
Robert Sethi
2D Lead:
Tim Rudgard
3D Lead:
Jason Monroe
Executive Producer:
Pete King
Executive Producer of Telecine:
Thatcher Peterson
Producer:
Hillary Thomas
Music/Sound Design Company:
Human
Creative Director:
Mike Jurasits
Sound Designer:
Mike Jurasits
Composer/Arranger:
Matthew O'Malley
Composer/Arranger:
James Leibow
Composer/Arranger:
Jon Hubbell
Composer/Arranger:
Tom Keery
Composer/Arranger:
Andy Bloch
Executive Producer:
Jonathan Sanford
Mix:
Margarita Mix
Sound Engineer:
Nathan Dubin
Executive Producer:
Whitney Warren
Licensed Music:
"Dream On" by Steven Tyler

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