Kids sell cars in Kia Motors Summer Sales campaign

Kia Motors America is taking a straightforward approach to the automotive Summer Sales season with a national integrated marketing campaign that states the obvious reason why consumers should consider Kia. Simply put, because Kia is “America’s Best Value.” But is it the value or this adorable child duo who makes these seven spots go? I’m going to go with the kids.

The campaign, created by David&Goliath, and directed by Phil Morrison of Epoch Films, was shot on a stark white set representing a Kia dealership. The young sister and brother eschew the gimmicks and stick to the facts highlighting the various reasons why Kia is the better choice, including the brand’s 10-year/100,000-mile warranty.

In seven, 15- and 30-second broadcast spots for the general and Hispanic markets, the message is clear – traditional sales techniques such as free donuts, showrooms stuffed floor-to-ceiling with balloons, and in-your-face sales people don’t work. Morrison has the sister take a dry humor approach, providing the information customers need to make an informed decision. Her brother, on the other hand, comes from the more traditional “showman” school of sales, which adds comic relief and creates great comedy. Let’s take a look at these charming spots:

“This campaign is about challenging the conventions of retail car advertising and portraying value through the eyes of two very wise kids as spokespeople,” said David Angelo, founder & chairman of D&G.

Angelo added, “The kids are more pragmatic, and represent the youthful, challenger spirit of Kia and new kind of consumer. One that is not easily swayed by gimmicks and tricks of the trade. Because when you have a great product, you don’t need all the hoopla to sell it. Value is all you need.”

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Even Jimmy Kimmel’s Guillermo can’t resist the two children, as they are featured in live Kia spot on ABC’s “Jimmy Kimmel Live!” that aired on May 22.

Other elements of the campaign include digital, social, point-of-sale, in-cinema and outdoor, highlighting Kia’s most popular vehicles including Forte, Optima, Sportage, Soul and Sorento. The campaign is memorable, simple and so incredibly charming. D&G should be proud of this work.

CREDITS:
Client: Kia

Mix: Juice Studios
   Sound Engineer: Scott Burns
   Executive Producer: Dawn Redmann
   Producer: Vanessa Carey

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.