Title | 7 YEARS IN 7 SECONDS |
Brand | KIA |
Product/Service | PROCEED (GT-LINE) |
Category |
A08. Use of Licensed or Adapted Music |
Entrant
|
XXS AMSTERDAM, THE NETHERLANDS
|
Idea Creation
|
XXS AMSTERDAM, THE NETHERLANDS
|
Production
|
GLASSWORKS Amsterdam, THE NETHERLANDS
|
Credits
John de Vries |
XXS Amsterdam |
Creative Director |
Ward Enckhof |
XXS Amsterdam |
Account Director |
Lisa Been |
XXS Amsterdam |
Account Manager |
Marcel Ossendrijver |
- |
Agency Producer |
Ru¨diger Kaltenha¨user |
Glassworks Amsterdam |
Director |
Darren Macpherson |
Glassworks Amsterdam |
Director |
Kyle Obley |
Glassworks Amsterdam |
Director |
Anya Kruzmeta |
Glassworks Amsterdam |
Executive producer |
Chris Kiser |
Glassworks Amsterdam |
Executive Producer |
Ariella Amrami |
Glassworks Amsterdam |
Senior Producer |
Alex Nicholls-Lee |
Wave Studios Amsterdam |
Sound Design Arrangement |
Jonathan Watts |
Adelphoi Music |
Senior Producer |
Ashley Bates |
Adelphoi Music |
Music Artist |
Write a short summary of what happens in the film
The spot opens with a wide shot of a KIA standing in what appears to be a traditional car testing environment. However, the test quickly turns into 7 seconds of playfully re-imagined mechanisms, simulating everyday scenarios our hard working KIA car would go through during an average 7 years. Although only a short test, the car is subjected to a number of trying conditions; heavy rain, frost, heat, uneven road, mud splattering, an attack of bouncing balls, an erratically opening and closing boot door and a finale of dry leaves blasting from the bonnet.
But in case the audience misses some of the action in this lively sequence, it plays again; but this time in slow motion, accompanied by the cheerful soundtrack, it is now possible to take in all the colourful and playful details of this imaginative yet rigorous testing and the promise of its 7 Year Guarantee.
Tell the jury about the choice of music track.
The choice of music was central to the film to give balance to the chaos and bring a human touch to the scenes. Also we wanted to add a track, that the listener could relate to in daily life, without using the voice-over. The agency found such a track with Buddy Holly's 'Everyday'.
To give the classic track a more modern vibe, along the brand 's assets we re-recorded and revived Buddy Holly’s classic to the fresh sounds of a female singer songwriter. It was a challenge to keep the original tone and honest feel of the original. The music agency therefore chose Hattie Whitehead’s playful, honest vocals.