Saturday
Sep182010

'Soul Sister' Michelle Wie Goes Caddyshacking For Kia's Crossover

Michelle Wie shakes up the country club in her new Kia Soul spot.September 17, 2010: Michelle Wie makes her first national TV appearance for Kia Motors America in a spot that channels  the attitude of Caddyshack and the funkiness of the Korean-based automaker's "rapping hamsters" ad campaign for the the Soul crossover.

In the spot, "The Arrival," Wie, who signed a marketing deal with Kia this past February, replaces the hamster stars from the previous campaign ito show the hipness and street-smarts of the Soul. The spot begins at a stodgy country club, where men of various ages seem secure and safe in their private country club empire and row of silver upscale motor cars. But their world gets shaken when a shiny bright red Kia Soul drives in and the statuesque 6'1" Wie emerges. In contrast to the looks of awe cracking the skins of the men, Wie is smooth, sexy and confident as she makes her way to the golf course.

As in Caddyshack, the pompous country clubers are in for a rude awakening. "Morning boys," Wie smiles as she heads for the first tee. She then lines up her shot and sends the ball cannoning over the course as the men, most of them appropriately holding the shafts of their clubs, can only look on in amazement. We then get another close-up shot of the Soul followed by the text, "Kia Soul + Michelle Wie."

The spot is airing networks including The Golf Channel, ABC Family, Bravo, Oxygen and VH1. Lead agency is David & Goliath, Los Angeles. Support includes Internet include YouTube and social media sites such as Wie's Twitter page. Music is a remix of rap musician Kid Sister's "Pro Nails." ("Shake it up, up rock ya body/Make it knock, knock when you partyin'/Take a break, break in the audience/Do ya footwork break and stop again.")

Wie, who turned pro in 2005 at the age of 15 and joined the LPGA Tour in 2009, had struggled for several seasons but has, of late, been reaching her potential with a victory at the CN Canadian Women's Open in August, her second career LPGA win (she finished first at the Lorena Ochoa Invitational last November), and a second-place finish at the P&G Northwest Arkansas Championship. Wie is now  attending senior year classes at Stanford University and is not scheduled to return to the LPGA Tour until late October at the Sime Darby LPGA Malaysia tournament in Kuala Lumpur, followed by the LPGA Hana Bank Championship in South Korea.

Wie earlier this year did a spot for McDonald's and also has deals with Nike and Omega. She is represented by IMG.

"Michelle and the youthful, exciting LPGA talent reflect our brand's and our vehicles' characteristics," Michael Sprague, vp-marketing for KMA, said at the time Wie signed her deal with the company. 

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