Kia invents ‘Fathertism’ for Next Gen Sorento

Kids show ‘Fathertism’

Kia has coined a new word – Fathertism – in a new campaign for its Next Gen Sorento car.

Led by a TV commercial, the campaign sees a mother struggle to gain her children’s affection after they give preferential treatment to their dad because he bought a new Kia Sorento – hence the word, fathertism.

Created by Innocean, the campaign launched last night and covers both free-to-air and subscription TV, online via a microsite, outdoor and social media. It includes an online competition to find Australia’s favourite father. The competition winner gets a Sorento.

Part one of the campaign sets up the children’s bias towards their dad, while the second takes a creepier approach.

The ads were produced by Finch and directed by Nick Ball. Planning and buying is being handled by Initiative while We Are Social is handling the social media.


Client – Kia Motors Australia
National Marketing Manager, Steve Watt
Brand and Advertising Manager, Gerrit Walters

Agency – Innocean Worldwide Australia
Creative Director, Scott Lambert
Copywriter, Yanni Pounartzis
Art Director, Mike Lind
Head of Broadcast, Tania Templeton
Planning, Susan Oliver
Group Business Director, Simon Hornery
Business Director, Janine Allan

Production Company – Finch
Director – Nick Ball
Producer – Camilla Dehnert
Executive Producer- Karen Bryson
Executive Producer/MD Rob Galluzzo
DOP – John Toon
Editor – Peter Sciberas
Online – Method
Audio Post Production – Song Zu
Music Composition – Antony Partos

Media Planning & Buying – Initiative Media
Social Media – We Are Social



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