Quiksilver Inc.’s DC Shoes brand has partnered with the Journeys retail chain as the exclusive footwear sponsor of the 2016 American Motorcyclist Association Supercross season. It will host athlete signings and conduct product giveaways across the U.S., along with Instagram contests and an opportunity to win a $10,000 cash prize, according to the company.
DC has sponsored “some of the most iconic and popular names in the Moto world,” including 72-time Supercross winner Jeremy McGrath. Its 2016 Supercross riders include McGrath, Trey Canard, Adam Cianciarulo, Malcolm Stewart, Tyler Bereman and Jimmy Decotis.
DC Shoes is regarded as one of the more valuable assets of Huntington Beach-based Quiksilver, which is currently in bankruptcy.
Winning Performance
Kia Motors America Inc. launched two 30-second spots narrated by Academy Award-winning actor Christopher Walken. “Middle C” and “Cookie Cutter,” created by Kia advertising agency of record David & Goliath, show the redesigned Optima as a “defiant midsize masterpiece” and “exceptionally tasty treat” in a “field of cars that look and drive the same,” according to the Irvine-based automaker.
“Our marketing efforts are built on the core principle of challenging people to discover the exciting new Kia and question everything they think they know about the brand,” Chief Operating Officer Michael Sprague said in a statement. “Kia is a recognized industry leader in styling and quality, and like the all-new Optima, these new ads stand out from the competition with the assistance of someone who knows a thing or two about being distinctive.”
Kia also said it plans to return to the Super Bowl with a 60-second ad for the 2016 Optima, its seventh consecutive appearance.
The automaker spent more than $380 milion on U.S. advertising last year, according to Kantar Media in New York.
Y not?
Ymarketing in Newport Beach has developed a youth mentorship program called Focus, a set of five interactive workshops that will give high school students at Anaheim School District basic training “on all aspects of digital marketing.” Agency employees also plan to share their personal experiences to help students “understand potential career avenues.”
“Our long term plan is to continue to provide a similar workshop each semester with a new group of students,” Chief Operating Officer Brian Yun said in a statement. “We would love to expand our efforts to work in conjunction with our partnership with the Harbor Area Boys & Girls Clubs to continue educating and mentoring children in our community.”
Agency staff also volunteer to prepare and serve pasta to about 400 children living in motels, part of a partnership with Chef Bruno Serato and his Caterina’s Club, which has been helping families in need for over 10 years.
Bits and Pieces
Costa Mesa-based agency Casanova Pendrill created the Spanish-language component of a new campaign for Hot Pockets. “Welcome To The Hot Pockets House” was developed by Publicis and digital agency Swift. … Mazda North American Operations’ 2016 Mazda3 Grand Touring was selected as the Best Compact vehicle in Good Housekeeping/Car and Driver’s inaugural 2016 Best New Car Awards. … Costa Mesa-based MotoAmerica and Dunlop, the tire provider for the 2016 MotoAmerica’s AMA/FIM North American Road Race Series, will co-host a two-day event at the Circuit of The Americas in Texas March 23 to 24. The race will serve as “the final shakedown test” prior to the opening round of the 2016 series at Circuit of The Americas April 8 to 10. … Blue C in Costa Mesa partnered with Segway to launch the Ninebot by Segway miniPRO personal transportation device and the Intel Advanced Personal Robot at the Consumer Electronics Show in Las Vegas. The products captured the attention “of thousands of tradeshow attendees,” including Shaquille O’Neal, star of HGTV show “The Property Brothers,” and musician Stevie Wonder, according to the agency.
