What if we told you to launch a new product without showing it? Or even saying its name. And it worked.

To fearlessly announce Kia’s first ever ute, we took 20 Australian sporting legends, popped them in a pub, and watched them vie for naming rights. 

Capturing the attention of Australia, speculation around the ute’s name became a national pastime. With over 97 million impressions and 300+ pieces of editorial coverage, Kia’s new ute became a household name – before its name was even revealed.