Image: Kia
Image: Kia
Image: Kia
Image: Kia
Image: Kia
Image: Kia
Kia South Africa may have just put a 2022 #KeDezemba tune together with their latest Tsamaya campaign. Watch the movement-centred music video and read the creative narrative behind the campaign here.
Image: Kia
It is very seldom that an automaker commissions creatives with the task of developing a song and accompanying music video. This happens on rare occasions globally yet Kia South Africa has decided in favour of this for their Tsamaya campaign. The results echo what Kia South Africa has been involved with for the past 24 years; movement. Whether it is travelling to visit family during the festive season in unique journeys across the country, the daily school run or a trip to the grocery store, daily commutes are always inspired by the people that are part of them and the places being explored.
“As a brand in tune with the South African way of life, Kia understands how and why we move. Capturing the essence of the unique ways in which South Africans move, the #KiaTsamaya campaign is launched with an emotive music video, a uniquely local expression of how we travel, underpinned by a modern folk song.”
Stephen Crosse, Sales & Marketing Director of Kia South Africa states: “In Setswana, Sesotho and Sepedi there are the words “kea” and “ke ya” which sound like Kia and interestingly, they relate to movement and travel. We found the sonic similarity between the words, coupled with our nation’s history of migration to be an authentic and unexpected opportunity to connect with South Africans through music in a meaningful way.”
The Kia Tsamaya anthem expresses the notion of going away, alone and together, and finding inspiration in the places we go to and the shared experiences. While it’s a boldly South African campaign, the inspiration behind it remains true to Kia’s global brand slogan, Movement that inspires.
Created by lauded film composer Zethu Mashika, the song is a nod to the 80s; an instrumental composition which has a distinctly old-school feel, with a fresh twist – even though it is new, it feels like you have heard it a million times. While we all travel for different reasons, we can share in the familiarity of songs sung in unison, the reassuring hum that fills the silence on a long stretch of road and the unforgettable echoes that call back memories of home.
Following the journeys of a diverse group of characters, the #KiaTsamaya music video, directed by Matshepo Maja, delicately portrays a myriad of human truths. There is a family travelling to a coming-of-age ceremony, a solo woman taking her brand-new car home to celebrate the fruits of her labour, a couple from the LGBTQI+ community braving possible rejection, glimpses of a father and son – with camping trailer in tow – as they break away on a bonding trip, and a group of friends heading to the coast with surfboards stacked high. These rich stories are explored in a relatable way, and while some are implied and others unequivocally told, there is a feeling of familiarity in these distinctly local scenes and memories yet to be made.
Through a nostalgic visual treatment, sweeping views of urban and rural landscapes are interspersed with scenic pitstops, paths crossed and intimate moments. We are offered a sense of freedom, togetherness, and celebration that only a road trip in a Kia on South African soil allows.
“As a nation we are always on the move, and by nature we relish the stops along the way to explore, greet unfamiliar faces and to forge deeper bonds with those closest to us. The Kia Tsamaya anthem offers a vehicle for connection, a song sheet for celebration and a melody that moves us towards the unlimited possibilities held by the road ahead,” concludes Gary Scott, CEO of Kia South Africa.
The track is available for streaming on Spotify and Apple Music
Keyword: WATCH: Kia Tsamaya campaign kicks off with #kedezemba tune of 2022