Scoundrel Director Ariel Martin Directs Launch of Kia’s First Ever Ute

Set against the backdrop of the nation's beloved pub culture and iconic sporting heritage, this campaign is a tribute to the Australian way of life, blending the passion for sports with the practicality and adventure embodied by the new Kia Ute.

With the Australian ethos at its core, the campaign ventures beyond traditional car advertisements, weaving a narrative that resonates deeply with the Aussie spirit. A tale of sporting heroes, unbridled rivalry, and pub culture. And most importantly, Kia’s first Ute.

Innocean ECD Wez Hawes said, “It’s a bold strategy to create an automotive campaign that doesn’t feature the car - or even the name of the car (yet). Simply hyping the arrival of a new Kia ute made for Australia was enough. Getting Australia’s most iconic sporting legends competing for naming rights was also so rewarding creatively. It allowed us to immortalise their most iconic moments, but in a classic Aussie pub. From recreating the Aloisi spot kick with a pea, to Steve Waugh’s standoff against the West Indies, with The Volk. There really is something for everyone”.

Beautifully crafted by Scoundrel director Ariel Martin, the spot bounces through a series of comedic and heartfelt moments tailored to resonate with Australians' shared sporting knowledge, the campaign highlights the new Kia Ute’s role not just as a vehicle, but as a companion in the everyday lives of Australians.

Director Ariel Martin “It’s not often I get to work on a campaign that draws on my bottomless pit of obscure Australian sporting knowledge. It was a fun set, with all of our sporting legends fully onboard to create the world of this mythical pub”.