Fast-Growing Automaker’s Family-Friendly CUV Shows that “It Has an Answer for Everything™” in Series of New TV Spots
- 30-second “Tight Space” ad kicks off campaign that includes broadcast, digital and social media elements
- Campaign will continue with the airing of a new 60-second spot in the fourth quarter of the Super Bowl
Parenting can present challenging moments that require quick thinking and expedient solutions, and Kia Motors America (KMA) has launched a new three-part ad series that demonstrates how the brand’s redesigned 2014 Sorento CUV1 can help Mom and Dad take on the day. In the first 30-second spot, titled “Tight Space,” parental creativity is in high gear when two of the Sorento’s available features – power-folding mirrors and power liftgate – help a determined father make the slimmest parking garage space manageable while his skeptical wife and children look on. Kia has been one of America’s fastest-growing car companies over the last five years2, and the U.S.-built* 2014 Sorento is one of seven all-new or significantly redesigned vehicles scheduled to arrive in showrooms this year.
“The Sorento has been one of our best-selling vehicles each of the last three years and the ‘It Has an Answer for Everything™’ campaign offers a fun, lighthearted look at the human truths parents face every day while showcasing features and technologies that can provide assistance in even the most challenging situations,” said Michael Sprague, executive vice president of marketing & communications, KMA. “‘Tight Space’ serves as the introduction to the redesigned Sorento, and when the next spot airs in the Super Bowl it will present an answer to an age-old question that has left generations of parents stuttering and searching carefully for words to help them escape an awkward yet truthful situation.”
Created by David&Goliath, KMA’s advertising agency of record, the Sorento “Tight Space” spot was directed by Peter Darley Miller and Colin Jeffery and is viewable now at YouTube.com/Kia, and on television.
The 2014 Sorento is no mere mid-cycle refresh. It rides on an all-new platform and suspension system, and offers a new V6 engine and more passenger room as well as a new top-of-the-line trim level known as the SX Limited. From a styling perspective, redesigned front and rear fascias incorporate new lighting elements, the 17-inch and 18-inch alloy wheels have been redesigned and a larger 19-inch alloy wheel is offered on the SX as well as the new SX Limited. Inside, the center rack, gear shift, instrument clusters, and soft-touch surfaces all feature a new look. Other new features include second row sliding sunshades and heated seats, panoramic sunroof, a programmable powered lift gate, segment unique, heated second row seats, and more. The 2014 Sorento will be the first Kia vehicle to offer the next generation voice-activated telematics system, UVO eServices.