Magazine article Marketing

Adwatch: Kia Sportage - 'Warriors'

Magazine article Marketing

Adwatch: Kia Sportage - 'Warriors'

Article excerpt

I'm sure no one reads this column more avidly than the individuals responsible for the ads, so can I start by saying to them how deliciously unlike car advertising this is.

Planning-wise, I can't think of a more imaginative point of entry into 'fortress automobile' than this in recent years. As for execution, it is a joy to be tickled and amused by a car proposition, rather than mown down in a charge of adrenaline, or drowned in a tide of aspiration. This Kia ad deserves applause.

It goes without saying that this campaign enjoys some of the luxuries afforded only to small-share players, but when is the last time you remembered a car commercial because you couldn't free your mind of hordes of Viking reindeer (my interpretation), who go chasing and squeaking after the Kia Sportage as it taunts them with its four-wheel drive? And all of this in a world so unlike the native landscape of the SUV that you suspend whatever prejudice you may have had against kangaroo-killing, gas-guzzling hybrids.

The Kia strategy seems to be to enter lots of segments, winning modest share in each with a 'why have that when you can have this? …

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