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Kia Canada breaks Forte campaign

Automaker Kia Canada has begun a new national advertising campaign promoting its new Forte compact car. The campaign, developed by Publicis Canada of Toronto, uses the tagline, "Not your forte?" It consists of three 15-second television commercials in French and English that depict people attempting various activities unsuccessfully. The initiative also includes a five-second commercial as well as newspaper and magazine ads, dealership materials and a billboard in Montreal. Online advertising is taking place on Yahoo, Sympatico and several automotive websites. The ads direct consumers to a new website at <>. "In using the vehicle's name as the platform to build the creative idea, we will undoubtedly grab the consumers' attention and transfer it to instant awareness of this exciting new nameplate," said Duncan Bruce, creative director at Publicis. Media buying was handled by Zenith Optimedia.

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