Kia buys DCM’s indie gold spot and Sundance sponsorship

Kia UK has signed a deal to exclusively own the cinema advertising “gold spot” across Digital Cinema Media’s independent cinema estate.

The one-year deal will also see the car brand sponsor the Sundance Film Festival in June, which is being held in London at Picturehouse Cinema next month.

The deal was brokered by DCM, the UK’s largest cinema ad sales agency, and JUMP, Havas Media Group’s content and culture agency.

The “gold spot” is the 60-second ad spot that runs directly before a movie starts, making it the most highly sought-after position as audiences are likely to be at their maximum.

The campaign launches this month with a 60-second spot which aims to position Kia as a leader in electrification by promoting the fully-electric EV6 marque.

Further brand activations taking place across the UK at various venues during Picturehouse’s Outdoor Cinema Season, which itself returns for the first time in 2022 since the pandemic.

The new campaign promotes Kia’s support for independent cinema and its new brand slogan, “Movement that inspires”, which represents the company’s commitment to becoming an icon for change and innovation. Ad placements have been agreed to run in cinema foyers, on tickets, and at outdoor cinema events. 

Sanka De Silva, marketing director at Kia UK Limited, said: “I’m immensely proud of this new agreement, as it supports independent business following an incredibly difficult few years.”