European football returns this week and Kia Motors has teamed up with Innocean and Sydney/Seoul-based production company Calltime for a cinematic follow-up to last year’s UEFA Europa League partnership.
In a continuation of 2018’s tribute to Europe’s dedicated football fans, the new spot captures commitment to the sport in a number of locations and a variety of manners.
The film is a sprawling celebration of football’s dedicated fans, capturing the fanaticism of those in love with the beautiful game.
An older man is shown surrounded by a whole host of his team’s memorabilia, contrasting with the image of a baby holding his first ever football. A dedicated family has their portrait taken in their team’s shirt and scarves while football stickers and graffiti cover the streets.
The spot finishes in a stadium during a football match, as fans watch with bated breath, kiss their badges and cheer on their team. The numerous locations – ranging from a secluded 1900s housing estate, a barbershop and sports stadium – provided different characteristics for the spot, combining a cinematic style with still-like moments that build tension before the climactic scene.
Director Kyu Ha Kim reunited with film service company Flatpack for the shoot, specifically requesting art director Tünde Csáki. For the family photo scene, she sourced hand-picked objects from sports museums and vintage stores to enhance the authenticity of the spot’s visuals.