LeBron James Tells "The Truth" About Driving His Kia K900 Luxury Sedan
In the spots – titled "Ten Mil," "1,000%" and "Spaceship" – James assembles a team of experts in his garage command post to help prove he drives a Kia K900 by responding to the following real tweets:
• "I'll bet anyone $10,000,000 that LeBron doesn't roll up to the games in a Kia."
• "There's a thousand percent chance that there's a zero percent chance that LeBron drives a Kia."
• "LeBron drives a Kia like I fly a spaceship."
"The award-winning K900 exemplifies the incredible transformation of the Kia brand, and as a tastemaker who is not afraid to go his own way, LeBron James plays an important role in our efforts to change perception by challenging consumers to discover the new Kia," said Tim Chaney, vice president of marketing communications, KMA. "LeBron is pushing people to question everything they think they know about our brand, and we could not be more proud of the fact that he can often be seen driving in and around the Cleveland area in a Kia K900."
James assumed the role of K900 Luxury Ambassador in October of 2014 after reaching out to Kia – the Official Automotive Partner of the NBA – for a firsthand experience with the flagship sedan aimed at confident, independent thinkers. "I was a Kia K900 driver and fan before we decided to become partners," said James. "For me, a partnership has to be authentic and real to who I am, and that's what makes this one so special."
Created by David&Goliath, Kia's advertising agency of record, the spots can be viewed on cable and network NBA programming and on all of Kia's social and digital platforms, including YouTube.com/Kia and Kia.com.