Falling asterisks on new Kia ad


Masters & Savant Worldwide recently produced a television commercial (TVC) for the launch of the new Kia Optima for agency Singh & Sons.

The car comes with a host of features, all of which are standard; not as additional expensive options like some competitor brands.

“We wanted to illustrate that consumers don’t have to worry about the asterisk that indicates that many features are not included,’ says Singh & Sons creative director, Roger Paulse. “So our brief to Masters & Savant Worldwide was to make the car avoid giant asterisks falling from the sky and landing around the Kia Optima as we talk about the all-inclusive features.’

For Masters and Savant Worldwide’s Cape Town managing director, Reto Reolon, this commercial was an exercise in producing a “21st Century Ad on a 2012 Budget’.

“Everyone in our industry is very aware of the demands being made to produce work on the intersection of tighter budgets, bigger expectations and a quicker turn-around time. This job was no exception. But we are thrilled that both the agency and the client were happy with the result.’

This commitment to meeting and exceeding these challenges was something that was not lost on Paulse. “Masters & Savant Worldwide not only made the project possible, under very tight deadlines, but we learnt that we could place our trust in their helpful, talented and extremely accommodating team,’ he adds.


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