PUBLICIS CREATES KIA RIO COMMERCIAL
By Adnews Staff
Kia Canada will debut a new television commercial for its Rio five-door hatchback this week. Thirty- and 60-second versions of the ad will break nationally on Saturday. The ad will begin a theatre run on March 28. Created by the Toronto branch of Publicis Canada, the commercial is set in the parking lot of a supermarket. A man loads groceries into a Rio. He pushes the empty cart away and it falls over. The commercial takes on the style of a horror film as the cart pursues the man driving away. The driver speeds up and loses the cart, but he encounters it again down the road. Finally the driver leads the cart over a cliff, where it explodes. A voiceover says, "The Kia Rio. Never a dull moment." The Rio drives away with the burning wheel of the cart trailing behind. The ad will run on television until mid-May and in theatres until late-April.