• Jun 22nd 2011 at 6:58PM
  • 16
Kia Joyride II – Click above to watch the video after the break

Company: Kia Motors America

Brand: Kia

Medium: TV

Ad Agency: David & Goliath

Product: 2012 Kia Sorento

Campaign: "Joyride II"

What We Like: It's getting pretty hard to stand out. Seriously... another crossover? Kia has established a signature sound, look and feel for its ads. This ad, in fact, is a sequel to a TV ad that ran last year, and scored well with consumers. And anyone who knows anything about advertising will tell you that establishing a recognizable ad signature is very important if a brand wants to have an ongoing dialogue with car shoppers. Agency David & Goliath has done a really nice job the last two years of creating a presence on the airwaves for Kia. The ads are silly, of course. But they are fun to watch, and give you the idea that this is a premium outfitted vehicle with a decent interior and all the connectivity you really need. Lots of brands struggle with what they want to say and be. Kia is not one of them.

What We Don't Like: It's guilty pleasure, like actually opening the link of the kitten video one of your friends posted on Facebook.

Strategy: Over here! Over here! Notice me! Pay attention! When I come on the screen, pause and watch. Don't get a soda, or go to the john! Kia's vehicles have come a long way. The Optima, for example, is a huge surprise and for our money is actually better fitted out than its Korean cousin – the Hyundai Sonata. Kia's problems are two-fold: It still lags in third party quality rankings from outfits like J.D. Power and Associates, and it is not getting enough serious consideration from people who have decent credit scores.

Seriously, why else would you turn to hamsters and stuffed animals in commercials? It's to be remembered, and liked, especially by female buyers. After these ads run, online searches for Kia go up, and that's exactly the point of the exercise.

Grade: A-

Watch the commercial after the jump and give it your own grade below.

What grade would you give this ad?
A 964 (29.7%)
B 853 (26.3%)
C 582 (17.9%)
D 258 (7.9%)
F 589 (18.1%)

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    • 1 Second Ago
      • 4 Years Ago
      • 4 Years Ago
      The first one was genius, this one just doesn't make any sense. It's supposed to be the dream of the toys laying in the back seat. The music is lousy, the surprise ending is gone, and worst of all, instead of creativity this one's just riding on the coattails of the prior ad. Weak.
      • 4 Years Ago
      OK. An alien, a sock monkey, a robot and a teddy bear drive up to a bar....
      • 4 Years Ago
      I like the one from the Heavy ( so much I have the song on my i-pod. This one just doesnt do it for me.
      • 4 Years Ago
      It's all downhill after the Kia Soul ad featuring the mice jamming out to "The Choice is Yours" by Blacksheep. You just can't top that.
      • 4 Years Ago
      The music ruined it for me. I love the old commercial with The Heavy, it just feels weird to have the same characters with different music.
      • 4 Years Ago
      Wasn't it just last year Kia was advertising the Sorrento starting <$20k? Now its >$23k. Must have added a LOT of equipment std now
      • 4 Years Ago
      How much do you get paid from advertisers for these AdSpotting features, Autoblog? Or does AOL even let you see the books on these sort of things? No snark intended. Just curious, really.
      • 4 Years Ago
      wtf? what does being a large cartoon person have to do with the kia sorento? does it mean that you are a fool because you bought a foreign car? buy american, dont be a dumb ass cartoon
        • 4 Years Ago
        I guess you missed the part that said it was built in the USA. In fact, I think all Sorento's sold in the US are made in the US.
      • 4 Years Ago
      WOW 2 Kia ads in the same day. Did you guys also bend over and spell RUN for Kia when you got the call?
      • 4 Years Ago
      I find the big orange thing to be funny. But if this blog post didn't mention it was a Kia I wouldn't know it. Also typing this I have already forgotten the models name. So A for effort B on execution.
      Ming Ming
      • 4 Years Ago
      Korean manufacturer are on the rise. I would be very scared of them if I were a major auto manufacturer. Kia is pursuing the same strategy Hyundai is, building a lot of value to its vehicle line up. That formula has worked for Hyundai. The new Sonata get buyers with better FICO scores than the Accord, which has been the traditional benchmark in the economy mid-size vehicle segment.
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