Kia breaks new Sportage campaign
By Adnews Staff
Car maker Kia Canada broke a new campaign for the 2005 Sportage during the Academy Awards broadcast on CTV on Feb. 27. Created by Publicis Canada of Toronto, the campaign continues to use the Cajun theme from previous Sportage advertising. Two 30-second television commercials have been produced. The initiative will also include newspaper, magazine and point-of-sale advertising. "Sportage's original, familiar spot featuring the unsuspecting couple on a swamp tour ran for close to two years and resonated with Kia's target audience so much, that we decided to bring it back to showcase the outdoor fun and adventure that the vehicle embodies," said Tony Ciccia, vice-president and brand director at Publicis. The first commercial, called "Dealer," shows a Kia salesperson delivering a Sportage to the Cajun spokescharacter. Reluctantly the salesperson agrees to come along for a ride in the swamp. By the end of the ad, the salesperson is enjoying the ride and hugging the spokescharacter. The second ad depicts a Goth rock band standing next to their broken tour bus. The Cajun character drives by in a Sportage and offers them a ride. By the end of the ride, the unemotional musicians are laughing and asking to go again.