• Jun 28, 2008
Hey, remember that 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]


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    • 1 Second Ago
  • 17 Comments
      ild1227
      • 3 Years Ago
      I just saw another KIA commercial and have to say . . . what a turnoff! While you might be marketing to the "younger generation", it certainly does nothing for the middle-aged group. The one with the rats did if for me a year ago! KIA might be a great company and have alot to offer for the money; however, just on the strategies of the commericals (and I can't figure out what the stupid messages are), I wouldn't waste my time! Who came up with these concepts???
      • 6 Years Ago
      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.
      • 6 Years Ago
      I thought it was funny. I tittered.

      Hey was that Joe Isuzu loading his tennis racket into the back or the Borrego?
      • 6 Years Ago
      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.
      • 6 Years Ago
      That was pretty awesome... good on Kia. But as stated above, isn't Hyundai trying to push Lux?
      • 6 Years Ago
      Still funny. I tittered.
      Hey was that Joe Isuzu loading his tennis racket into the Borrego??
      • 6 Years Ago
      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.
      • 6 Years Ago
      While they're at it, Kia REALLY needs a new logo...if the existing 'KIA' lettering against black background can even be considered a logo. In my recent test drive of an Optima, the interior materials were impressive and, in my opinion, looked and felt as good as any of the Asian competition. The one glaring flaw was that logo on the steering wheel- it looks cheap!

      Hyundai came up with their 'swooping H' to replace the dull HYUNDAI lettering, now they should follow suit with Kia. It could be a great asset in establishing a new brand identity as a viable competitor.

      Think about it- the iconic 'H' on every Honda is instantly recognizable the world over.

      Although the Toyota logo is now well-established, I still have to wonder if they look at it and think "what the heck were we thinking?" when it was introduced back in the late 80's....it still makes me think of the Pillsbury Doughboy wearing a sombrero.

      Mazda, on the other hand, admitted to their bad choice of logo and did much better on the second try. They used stylized letters in a mix of upper and lower case- (mazda was in all lower case except the 'd' appeared as a 'D'- all the same height) for up until 1991. That year, they introduced a lgo that represented "the characterstics of wings and the sun encircled in light". In reality nobody knew what the heck it was....not to mention it had a vague resemblance to the Renault logo with a circle around it. They remedied this faux pas in '98 with the current logo, which is supposed to represent the same things as the earlier logo. At least it's recognizable and tasteful looking, even if it does remind me of a seagull in flight.
      • 6 Years Ago
      And yet, some of the best car adverts around are the Honda ones, which are funny!
      • 6 Years Ago
      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.
      • 6 Years Ago
      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
      • 6 Years Ago
      Kia is SERIOUS BUSINESS.
        • 6 Years Ago
        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.
        • 6 Years Ago
        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.
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