Kia’s ‘Getting a Ute’ platform elevates with the Brisbane Broncos’ mascot and other famous faces, via Innocean
Kia has engaged Innocean for the next chapter of its ‘Kia’s Getting a Ute’ campaign, and has leveraged a few Australian sporting stars to drive the platform’s message home.
Leveraging Kia’s sponsor partnership with the Brisbane Broncos while focusing on the Kia Tasman Ute, the campaign’s latest phase uses an Ariel Martin-directed, one-minute, 18-second film that sees the Broncos’ mascot, Buck, running wild in Tasman National Park. To get the horse back, three residents from the fictional Tasman Town—ex-AFL player Lance Franklin, MMA fighter Alexander Volkanovski, and Paralympian Dylan Alcott—track it down using their Kia Tasman.
“After strong consumer feedback on the first Tasman campaign, we wanted to continue to back brand and circumvent the category ruts when it comes to launching our most Australian product yet,” Dean Norbiato, general manager of marketing at Kia Australia, said.
“Ariel and the creative team did a tremendous job striking a very Aussie tone of voice and concocting the perfect story arc to bring our sporting greats and the Kia Tasman together.”
The campaign’s first chapter, featuring Alcott alongside Matildas star Mackenzie Arnold, and former tennis player Ash Barty, was named one of Australia’s favourite ads of 2024.
The new campaign, which is also being backed by social media content, went live across Australia last weekend, during the NRL’s opening game of the season.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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