Kia wants R.E.S.P.E.C.T in new ad for Rio
Innocean Australia has created an ad for car client Kia for the launch of the new Rio model.
The campaign, entitled Respect, uses a remake of the famous Aretha Franklin song R.E.S.P.E.C.T.
Steve Watt, National Advertising Manager, said: “While the Rio name has a strong heritage in Australia this model is new from the ground up. The design is more stylish and agile and the handling has been tuned locally for Australian conditions. We like to think it’s been reborn. In the same vein, we hope respect for this particular small car segment is reborn too.”
The campaign launches on Sunday with the TV ad and will be coupled with online activity.
Credits:
- Client – Kia Motors Australia
- Steve Watt, National Marketing Manager
- Gerrit Walters, Brand and Advertising Manager
- Agency – Innocean
- Creative Director, Scott Lambert
- Copy Writer, Jenny Mak
- Art Director, Lyndal Kearney
- Head of Broadcast, Tania Templeton
- Planning Director, Kathy O’Connor
- Group Business Director, Simon Hornery
- Senior Business Director, Janine Allan
- Production Company – Prodigy
- Director, Tim Bullock
- Producer, Marge McInnes
- Editor, Adam Wills
- Music, Song Zu
- Music Licensing by Music Mill: Donna Fitzhenry
- Media Planning & Buying – Initiative Media
- Social Media – We Are Social
I think the guy in the car was cruising the stud sitting at the table, and that’s why his jealous girlfriend was being a whiny ho – at least that’s my interpretation. Definitely makes me want to buy a Kia Rio!
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Why would they produce a pale imitation of their one of their own ads? Doesn’t make sense. The Sportage ad was quite good, this isn’t. Surely you can think of a different idea or is every ad from now on going to follow this same formula?
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Simmo , you made me laugh.
but , seeing the add again , it seems your right !
count me in for kia too………..
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Is there an entire version of that remake of RESPECT?
Any light on this would be greatly appreciated, thank you
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I’ve seen this ad one too many times! Why do they have to play it every ad break? so Goddamn annoying…
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Great ad putting the cool and respect into the product. Love the song too, great groove.
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