https://www.youtube.com/watch?v=GfzbPp60cpI
Can Hollywood valets, who normally know cars inside and out, identify a Kia Cadenza blindfolded? The brand tries to find out. Via Adweek:
“Valets are well-trodden as far as advertising goes, especially in the luxury space, but we found a nice little insight,” D&G creative director Basil Cowieson tells Adweek. “They probably drive more luxury cars than Kanye. The thought felt original, and we loved that there was a nice parallel. Valets are not typically considered luxury experts, and Kia is not typically considered a luxury brand. Yet, both have experience with luxury.”
The biggest challenge for the team “was keeping the whole thing under wraps,” says Cowieson. “Our director came up with the idea of creating a mystery event called Project Phoenix. So, as far as valets were concerned, we were making a documentary about luxury. To achieve this, we staged an ‘event’ in downtown Los Angeles, and had them come to work and be interviewed on camera.” (Some light rain fell during the big reveal, but the team believes that just enhances the pseudo-documentary ambiance.)
To cast the commercial, “we hit up specific hotels, and also sent a call around town to see who was interested,” says James Cohen, also a CD at D&G. “We just wanted an authentic mix of actual luxury valets who really like their job. They all valet at different hotels.”