Kia Motors' Super Bowl Commercial Will Answer The Age Old Question Of "Where
Do Babies Come From?"
"Space Babies" Takes Viewers on A Journey Nine Months in the Making to
Introduce the Family-Friendly 2014 Sorento CUV and Kia's Next Generation UVO
eServices Voice-Activated Infotainment System
Director Jake Scott helms 60-second mini-movie set on the distant planet
"Babylandia;" Sneak preview available this weekend in movie theaters and at
Second phase of Sorento's "It has an answer for everything™" campaign is
scheduled to air in the fourth quarter of the big game and appear on movie
screens nationwide starting February 1
IRVINE, Calif., Jan. 25, 2013
IRVINE, Calif., Jan. 25, 2013 /PRNewswire/ --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
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.
About Kia Motors America
Kia Motors America is the marketing and distribution arm of Kia Motors
Corporation based in Seoul, South Korea. KMA offers a complete line of
vehicles through more than 765 dealers throughout the United States and serves
as the "Official Automotive Partner" of the NBA and LPGA. In 2012, KMA
recorded its best-ever annual sales total and gained U.S. market share for the
18th consecutive year. Kia is poised to continue its momentum and will
continue to build the brand through design innovation, quality, value,
advanced safety features and new technologies.
Information about Kia Motors America and its full vehicle line-up is available
at its website – www.kia.com. For media information, including photography,
* The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI
Turbo are built in the United States from U.S. and globally sourced parts.
^ Based on 5-year cumulative growth between 12-month retail sales for
periods ending December 2007 and December 2012 of all U.S. automotive brands.
^ 2014 Sorento expected Feb 2013; SX Limited expected Spring 2013.
SOURCE Kia Motors America
Contact: Scott McKee, +1-949-468-4813, email@example.com, or Amy Corsinita,
Zeno Group for Kia Motors America, +1-949-468-4818,
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