Driving the Right Fit
Luc Longley Joins Kia’s Tasman Campaign
As Luc’s talent management agency, TSE played a strategic role in shaping the partnership from day one.
When Kia went looking for a credible voice to front its EV-9 campaign in 2024, we knew Luc Longley was the answer – and not just because he could literally fit inside one.
As Luc’ talent management agency, TSE played a strategic role in shaping the partnership from day one. Kia is the official automotive partner of the NBA and WNBA. Luc is Australia’s most accomplished NBA export. That alignment was obvious. But it went deeper. Luc has a genuine passion for sustainability and a personal interest in EVs. He’s selective with partnerships – and rightly so. But this one ticked every box.
The EV-9 ambassador role gave Kia a basketball voice that felt real and nationally relevant, with added resonance in WA. It also gave Luc a platform to support the kind of innovation he believes in, both from a product and environmental perspective.
So when Kia stepped up its roster of talent for the latest instalment of the Tasman campaign bringing in global icons like Rafael Nadal – Luc was a natural inclusion. His credibility, humility and presence made him a standout alongside some of Australia’s most recognised sporting legends. For Luc, it was an honour to be considered in that company – and a sign of the esteem in which he’s held both here and abroad.
“Being on set is like being at Australia’s best sportsman’s night,” Luc said. “There is so much mutual respect for each athlete and it’s been great to really understand what makes them tick. There’s lots of laughs. It’s just a lot of fun.”
“As someone who is 2.18m tall, I’ve spent my life customizing cars. But I can fit in the Tasman no worries. I actually can’t believe how spacious they are. And Aussies love a good ute.”
“They’ve been very clever in the casting,” he added. “I’m sure Australia will have a great laugh at some of the cameos.”
The role made sense. Luc’s stature, his values, and his off-court presence all added something different and helped Kia tell a uniquely Australian story, with authenticity and charm.
For us, it’s another example of how talent management should work. Our focus is to help Luc find long-term alignment with the right brand, at the right moment, and build something that grows.
Watch the trailer here