Kia launches stick figure animation ad for Grand Carnival
Kia has created a new TV ad for the Kia Grand Carnival that plays on the current fad of placing stickers of stick figures that represent a car’s occupants on the back window.
The trend started in Australia and is now spreading across the world.
The concept was originally created for a print ad and Kia made the call to turn it into a TVC after an uplift in sales, according to Innocean’s creative director Scott Lambert.
“I hate the stickers, and it’s beyond me why anyone would want to put them on their car, but we’ve been talking about them for months and this seemed like a fun way of flipping the trend and reinforcing Kia’s irreverent tone of voice,” said Lambert.
The spot debuted last night.
Credits
Client – Kia Motors Australia
National Marketing Manager – Steve Watt
Brand and Advertising Manager – Gerrit Walters
Agency – Innocean Australia
Creative Director – Scott Lambert
Copywriter – Jenny Mak, Scott Lambert
Art Director – Lyndal Kearney, Scott Lambert
Planning Director – Kathy O’Connor
Group Business Director – Simon Hornery
Business Director – Janine Allan
Head of Broadcast – Tania Templeton
Production
Production Company – XYZ Studios
Director – Mat Landour
Executive Producer – Katie Mackin
Character Design – Mat Landour
Music/sound – Song Zu
Media Planning & Buying – Initiative Media
Clever switcharoo.
It will resonate.
User ID not verified.
Refreshing. And nice use of the insight.
User ID not verified.
Great advert, particularly aimed at the ‘my family’ sticker target market. I’m sure this campaign will do no harm whatsoever to Kia’s sales.
I’m glad Scott has gone on record saying he hates those stickers, they are terrible!
User ID not verified.
Saccharine.
Any cool-factor Kia has acquired through improved car design just evaporated with that ad.
Looks like they’re moving into that ‘sickly happy families’ emetic space that VW is currently drowning in.
User ID not verified.