Kia begins new campaign for Spectra
By Adnews Staff
Toronto-based Kia Canada began a new television campaign last month for its Spectra line of four- and five-door cars. The campaign, developed by Publicis Canada, consists of two 30-second commercials. The first, called “Making Out,” is aimed at young urban male adults. It depicts a man and a woman kissing in a Spectra by the side of a country road. The kissing is interrupted by the sound of a police radio and flashing red and blue lights from behind the car. The woman, who is revealed to be a police officer, gets out of the car, returns to her police cruiser and drives away. The second ad, called “Kaos,” is aimed at mothers and families. In it, a woman drives a Spectra along a suburban street and stops in front of a house. She watches a group of children fighting on the lawn while a man cleans the gutter with a leaf blower. After a moment she drives away. The children call, “Mom?” Both ads end with the tagline, “Life’s better in a Spectra.” The campaign is airing nationally in English and French. “Our research told us that the target audiences for these two vehicles were very different, so we knew we needed to create unique commercials for each that was relevant,” said Dean Tesser, director of sales and marketing at Kia Canada. “Since they were both Spectras, we needed to ensure that they worked together. We think we have accomplished this.”