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While the formula for most SUV advertising is to simply show the vehicle driving to the ends of the earth, this campaign for the new Kia Sorento takes a different approach. It positions the Kia Sorento as a haven that makes even the most remote locations feel like home. In the TV commercial from David&Goliath, Canada we discover furnishings from one’s home set in the woods. We find steam rising from a claw tub bathtub set in a forested area. A collage of family photos hang from a large live oak. Bookshelves, couches and a chandelier all decorate the outdoors. A Kia Sorento drives through this surreal world leaving the passengers feeling at home in any environment. All the warmth and coziness that embody one’s home make everywhere more inviting.
The result is a world that is both surprising and beautiful. In addition to TV, the idea continues through print, outdoor and banners. The new campaign shows that not only can we expect the Kia Sorento to make us feel something. “We wanted to do more than just show off product features. We wanted to connect with consumers on an emotional level,” said Chief Creative Officer David Angelo. “It had to be magical. And I think we accomplished that.” “For that to happen, the sets needed to feel alive,” added Creative Director, Ben Purcell. We needed running water in the bathtub. The TV had to be on. The clock on the side of the tree had to be working.”
Chief Creative Officer: David Angelo Related |
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