For generations, inquisitive young minds have asked the burning question that all parents dread. A question that leaves many moms and dads stumbling to find the right words to carefully, and sometimes creatively, navigate the most delicate of situations. On February 3, with more than 100 million people watching, Kia Motors America (KMA) will tell the story that hasn’t been told as a flustered father shares an epic tale with his curious young son from behind the wheel of the new 2014 Sorento CUV. Scheduled to air in the fourth quarter of Super Bowl XLVII and directed by Jake Scott, “Space Babies” reveals the existence of a faraway planet known as “Babylandia” and follows infant boys, girls, dogs, pandas and more on their journey to Earth to join their new families. After taking it all in, the curious child begins to offer an alternative theory passed on by a friend but his quick-thinking father calls upon UVO’s voice-activated jukebox feature to hurriedly change the subject and survive another day in the adventures of parenthood.
“As the marketing event of the year, the Super Bowl is a high-profile platform that Kia has used very successfully in each of the last three years to launch new vehicles and raise consumer awareness and perception for the brand,” said Michael Sprague, executive vice president, marketing & communications, KMA. “Every day is an adventure in parenting, and ‘Space Babies’ is an entertaining look at life’s challenges and the many ways the Sorento’s long list of technologies and amenities can make getting through the day just a little bit easier.”
Created by David&Goliath, KMA’s advertising agency of record, a special expanded version of “Space Babies” will be viewable at YouTube.com/Kia leading up to the big game. As one of the fastest growing car companies in the U.S. over the last five years, Kia returns as a Super Bowl advertiser for the fourth straight time. After becoming the first advertiser to debut a Super Bowl commercial in movie theaters before the big game last year, “Space Babies” will air on more than 33,000 screens nationwide beginning on February 1 as part of ScreenVision and National CineMedia’s FirstLook. “It has an answer for everything™” is a fully integrated marketing campaign incorporating TV, cinema, digital, print, social media and in-dealership components.
In the first spot of the Sorento’s “It has an answer for everything™” campaign, titled “Tight Space,” parental creativity is in high gear when two of the CUV’s available features – power-folding mirrors and power liftgate – help a determined father make the slimmest parking garage space manageable while his skeptical wife and children look on. Created by David&Goliath, “Tight Space” spot was directed by Peter Darley Miller and Colin Jeffery and is viewable now at YouTube.com/Kia, and on television.
The 2014 Sorento is no mere mid-cycle refresh. It rides on an all-new platform and suspension system, and offers a new V6 engine and more passenger room as well as a new top-of-the-line trim level known as the SX Limited. From a styling perspective, redesigned front and rear fascias incorporate new lighting elements, the 17-inch and 18-inch alloy wheels have been redesigned and a larger 19-inch alloy wheel is offered on the SX as well as the new SX Limited. Inside, the center rack, gear shift, instrument clusters, and soft-touch surfaces all feature a new look. Other new features include second row sliding sunshades and heated seats, panoramic sunroof, a programmable powered lift gate, segment unique, heated second row seat bottoms, and more. The 2014 Sorento will be the first Kia vehicle to offer the next generation voice-activated telematics system, UVO eServices.
Kia: One of the World’s Fastest Moving Global Automotive Brands
Kia Motors America is one of only three auto brands to increase U.S. sales in each of the past four years, and in 2012 the company surpassed the 500,000 unit mark for the first time. With a full line of fun-to-drive cars and CUVs, Kia is advancing value to new levels of sophistication by combining European-influenced styling – under the guidance of chief design officer Peter Schreyer – with cutting-edge technologies, premium amenities, affordable pricing and the lowest cost of ownership in the industry. Kia recently joined the exclusive ranks of Interbrand’s “Top 100 Best Global Brands,” and is poised to continue its record-breaking momentum with seven all-new or significantly redesigned vehicles arriving in showrooms in 2013. Over the past decade Kia Motors has invested more than $1.4 billion in the U.S., including the company’s first U.S. assembly plant in West Point, Georgia – Kia Motors Manufacturing Georgia (KMMG) – which is responsible for the creation of more than 11,000 plant and supplier jobs. The success of the U.S.-built* Optima and Sorento in two of the industry’s largest segments has fueled Kia’s growth and is complemented by Kia’s comprehensive lineup which includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, 5-door compact hatchback and Forte Koup two-door coupe, Rio and Rio 5-door sub-compacts and Sedona minivan.
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