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Kia: The Niro Family
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Car brand Kia has revealed a major new campaign to promote its new Kia Niro family, featuring Hollywood legend Robert De Niro. The push was developed in collaboration with creative lead agency Innocean Worldwide and media agency Havas Media. The campaign supports the launch of the Korean marque's new Niro family, which includes the all-new Kia e-Niro, winner of What Car? Car of the Year 2019. It aims to challenge perceptions of Kia amongst people who are curious about the world around them, researching numerous sources in order to help them decide on a purchase. As part of the launch, Innocean Worldwide has created a 30-second spot featuring Robert De Niro taking part in a Kia ad shoot, turning up on set in what he believes to be fashionable clothing, dressed as “a trendy version of De Niro”. When he speaks with the director, it turns out that the script instead mentions “a trendy version of the Niro” – meaning the Kia Niro. The ad features the line “There’s nothing like a Niro.”
Coordinating Director: Kirstyn Lee Related
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