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Kia Canada breaks Magentis campaign

Auto maker Kia Canada began a new television campaign last week to promote the launch of the Magentis sedan. The ad, called “Surrounded,” was created by Publicis Canada of Toronto. The ad was filmed, in what the agency described as one of the largest television commercial shoots in Canada, on the Gardiner Expressway in Toronto. The ad depicts a car chase, during which the police become distracted by the looks of a Magentis and stop to examine it. The ad uses the tagline, “It’s impossible to ignore.” Thirty- and 60-second versions of the ad have been produced. “Kia’s Magentis is a car few have heard of yet,” said Duncan Bruce, executive creative director at Publicis Canada.  “The re-design is stunning and we wanted to communicate a simple idea, that the car has incredible stopping power, as dramatically as possible.”

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