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This new campaign from El Segundo-based David&Goliath for Kia Soul stars golf superstar Michelle Wie who so closely exemplifies everything Kia stands for—a challenger spirit, superior performance and, of course, terrific style—that it seemed an obvious choice to sponsor her and tell that story. Like Kia to the automotive category, Michelle brings a refreshing,youthful energy to the world of golf in a way that’s never been seen before. The TV spot shows an antiquated country club, that exemplifies everything people associate with “old world golf,” that’s pleasantly disrupted (with the Kid Sister single, “Pro Nails,” playing in the background) when Michelle Wie arrives.

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