Filed under: SUVs, Marketing/Advertising, Kia
Kia's new ad strategy: Hey, that's not funny!
Hey, remember that Kia ad where the salesman recreated a scene from Flashdance? That was pretty funny. Or the European Kia viral with the tennis-playing aliens? Strange, but definitely unforgettable.
Yeah, well, forget them both. And forget all the other humorous ads Kia has created in the past, because the Korean automaker is getting serious with its advertising. Seriously. Kia Motors America's marketing director, Tim Chaney, told AdAge recently that, "We don't want to spend a good chunk of our time in a 30-second spot trying to entertain people." Though he admits the humorous ads were funny and got attention, Chaney says they "could have done a better job overcoming perceptions of the brand." Wow. Who put kitty litter in this guy's gas tank?
Kia's new Borrego stars in ad that points out the SUV's value as an inexpensive, luxurious seven-seater. (This, just as U.S. SUV sales take a swan dive thanks to high fuel prices.) It's not totally without mirth, as it pokes fun at other company's ad cliches like galloping horses and pristine wilderness being trampled by a 4X4. But we're gonna go out on a limb and say the new ad won't be making the YouTube rounds. Watch the new Borrego ad here.
[Source: AdAge]
Yeah, well, forget them both. And forget all the other humorous ads Kia has created in the past, because the Korean automaker is getting serious with its advertising. Seriously. Kia Motors America's marketing director, Tim Chaney, told AdAge recently that, "We don't want to spend a good chunk of our time in a 30-second spot trying to entertain people." Though he admits the humorous ads were funny and got attention, Chaney says they "could have done a better job overcoming perceptions of the brand." Wow. Who put kitty litter in this guy's gas tank?Kia's new Borrego stars in ad that points out the SUV's value as an inexpensive, luxurious seven-seater. (This, just as U.S. SUV sales take a swan dive thanks to high fuel prices.) It's not totally without mirth, as it pokes fun at other company's ad cliches like galloping horses and pristine wilderness being trampled by a 4X4. But we're gonna go out on a limb and say the new ad won't be making the YouTube rounds. Watch the new Borrego ad here.
[Source: AdAge]
Reader Comments (Page 1 of 2)
tankd0g 11:15AM (6/28/2008)
How did KIA get the plans for the Canyonero?
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alex T. 11:16AM (6/28/2008)
Seriously why is Kia pimping "luxury" isn't that Hyundai's schtick?
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Soul Shinobi 2:41AM (6/29/2008)
Heard of the Hyundai Kia Automotive Group? They're the same company since the Korean government forced a merger in 1998. There may be guys above both Hyundai and Kia that want the whole group to have a higher class image.
Michael 11:19AM (6/28/2008)
Kia is SERIOUS BUSINESS.
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Now see here.. 4:11AM (6/29/2008)
Now if only they were serious enough to get that leather nice and taut before he said that line about "interior refinement." I saw that same, "I've been sat in about a thousand times at an autoshow" leather in an Infiniti commercial as well. Never seen it in a BMW, Mercedes, or Lexus commercial.
Verdict, Kia = Not trying hard enough to be invited to practice, let alone be a player.
Yeah... 4:21PM (7/04/2008)
Now if only they were serious enough to get that leather nice and taut before he said that line about "interior refinement." I saw that same, "I've been sat in about a thousand times at an autoshow" leather in an Infiniti commercial as well. Never seen it in a BMW, Mercedes, or Lexus commercial.
Verdict, Kia = Not trying hard enough to be invited to practice, let alone be a player.
Benfolio 11:25AM (6/28/2008)
Still funny. I tittered.
Hey was that Joe Isuzu loading his tennis racket into the Borrego??
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Benfolio 11:26AM (6/28/2008)
I thought it was funny. I tittered.
Hey was that Joe Isuzu loading his tennis racket into the back or the Borrego?
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Pengwin 11:29AM (6/28/2008)
Kia should be making more ad's like this. It's sort of like hyundai's commercials. I really liked their "commitment" one, actually their whole "think about it" series
this one: http://www.youtube.com/watch?v=DaTDVU19oOU
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MemphisNET 12:34PM (6/28/2008)
That was pretty awesome... good on Kia. But as stated above, isn't Hyundai trying to push Lux?
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rypt 12:47PM (6/28/2008)
And yet, some of the best car adverts around are the Honda ones, which are funny!
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inteller 4:12PM (6/28/2008)
I can personally say it felt comical driving a Kia Rio rental in Dallas. I really thought I was on Candid Camera when I saw the auto shifter that looked like it belonged in a bus.
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steveo391 6:33PM (6/28/2008)
Maybe that dancing salesman commercial was funny the first time I saw it. But's it's been way overplayed and just plain annoys me now.
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jason 12:56AM (6/29/2008)
I rarely see any Kia advertisements anymore and that's not a good thing. They actually build some good cars now but they're way off the radar for so many potential buyers.
I've recommended the Kia Rondo to a few folks as an alternative to an SUV/minivan. Each one of them looked at me as if I was speaking jibberish- they'd never heard of it. For the record, two people have ended up purchasing a Rondo after I suggested they check it out.
The Optima is another example of a darn good car that no one knows about. The first generation Optima was crap, but the current model is actually good looking, well-equipped and dirt cheap compared to other mid-size cars. This is bad news for Kia sales, but it is great news for buyers who actually know about the Optima. I've been shopping for a new mid-size and the Hyundai Sonata and Nissan Altima were the only ones I really like after driving every Japanese car in the class. The Sonata was the only non-Japanese vehicle I considered because the automotive media loves it. It turns out, the Optima is almost as good as the Sonata for quite a bit less money. I test drove the Optima EX 4-cylinder earlier this week and even I was shocked at how much I liked it. The sticker price was $21,470 but with the current $3,000 rebate and a few minutes of casual negotiation, they agreed to $17,300 plus tax. $17k for a mid-size sedan with 17-inch alloys, 5-speed automatic, leather interior, power everything including power driver's seat and automatic climate control, not to mention 100k powertrain warranty...it's a steal, literally.
I'm still debating whether to purchase and I should be ashamed for the reason I'm hesitant to buy it, but I'm sure it's a problem for others, too. Kia's bargain-basement image is the problem and I'm guilty of brand-snobbery. I'm not really sure if I can say that I drive a Kia??? I'm thinking that the first thought after hearing me say that would be for them to think, "Is he having financial trouble?" or something similar. I probably should buy it, be very happy knowing what a deal I got and enjoy it- screw what anyone else thinks!
My reason for sharing all that is actually related to this topic- advertising. Kia needs to work on changing their image and the public's perception of their brand. They've got the product to make them look good, but they've got to get the word out. Five years ago, I'd have felt the same way about buying a Hyundai! But I've actually been considering a Sonata instead of a Honda Accord! What a difference five years and some good PR make!
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Dern 9:53PM (6/29/2008)
Maybe I can give you some reasons NOT to buy a Kia or Hyundai. Here goes: for the past month tens of thousands of South Koreans have been violently protesting in Seoul against the import of US goods. The South Koreans do not want to spend $1 on US beef and are doing everything in their power to keep their markets closed to American products! So please don't send them $20,000 of your US dollars for a Kia or Hyundai. There are lots of good and affordable cars out their and you should not make purchases from a nation that doesn't wish to reciprocate.
http://www.cnn.com/2008/WORLD/asiapcf/06/29/skorea.beef/index.html
Nathan 10:31AM (6/29/2008)
That's pretty stupid, Kia is building a plant in Georgia so I don't see why you shouldn't buy a Kia because of Korean refusal to buy U.S. beef, which, I might add, is a sentiment of much of the world in no small part due to all the hormones we put into our cattle.
Qugeist 9:28AM (6/29/2008)
one bad ad kia made recently is that euro2008 "official partner" one... it kinda sucked in the end with that kid wearing a kia jersey waving hi and 1 man going solo in the football stadium. :P
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Mr. Blake 12:12PM (6/29/2008)
Well done Kia, this is actually not a bad commercial.
Chris, I don't really see how this pokes fun at other companies' ads...the point being made is that people wouldn't expect to see a Kia in a commercial for a luxury SUV.
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Dern 1:55PM (6/29/2008)
No. Its not stupid and this is not just about beef. Its about anti-Americanism and it upsets me that you engage in this attitude from the USA (presumably) as well. In the past five years our attitude and decisions, as a populace and individuals, has turned towards spite and apathy. We seek to take from and destroy our great companies that do well (pharma, Microsoft, oil, ag…) and turn a deaf ear and blind eye to foreigners extracting our wealth instead. So here is a thought about global trade and life as well. If you see someone doing the wrong thing, try and do something about it. I will NEVER consider a Korean car because my American neighbors who build and grow domestic products cannot fairly sell their goods in South Korea. Sure I might not save $1000 but sometimes personal decisions must be made to advance fair trade and American principles.
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steve-o 11:20AM (6/30/2008)
say it wit me!
AAAAAAIIIIIIEEEEEEEEE!!!!!
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