Last week I wrote a blog critical of a commercial whose script ran counter to its brand. This week, in the interest of giving equal time to the positive power of TV spots, I’d like to show you a commercial that I LOVE! It’s a 30-second spot for Kia automobiles and it made me want to applaud. Out loud.
This spot does exactly what the commercials for AIU reviewed last week don’t do. It not only supports the Kia brand, it demonstrates it. It’s fun, interesting, engaging and aims its sell not just at one generation, but two. Oh – and it draws attention to the fact that it’s so reasonably priced even people on a tight budget can afford it.
For those of you who don’t know – Kia’s tagline is, “The Power to Surprise.” When the camera pulls back to reveal that the driver’s dad has come along for the ride, a surprise is indeed delivered. And when the price of the car comes up right afterwards, its affordability (one of the brand’s more attractive features) is front and center and delivered like a knockout punch.
I just saw this spot tonight and it literally made me want to cheer. It also made me proud to be a marketer.
While we’re on the subject of car spots that really work – here’s another one from 2008 that took a car brand – Cadillac – from Stogey to smokin’ hot! It also did for cars what Virginia Slims once did for cigarettes. It made the brand synonymous with women’s empowerment. Wow! And in the same year that a woman was running for President for the first time. It was so successful, Kate Walsh, the actress in the spot, became the spokesperson for the brand.
What I love about both of these car commercials is that they let me see and experience being in the car within a super strong “people” story. Each one would absolutely inspire me to consider buying the brand they represent.
Want do you think? Feel free to jump in with an opinion. The water’s fine!