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.


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 Company – XYZ Studios
Director – Mat Landour
Executive Producer – Katie Mackin
Character Design – Mat Landour
Music/sound – Song Zu

Media Planning & Buying – Initiative Media


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.