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Kia Sorento: The Perfect Getaway
LA-based creative agency David&Goliath (D&G) returns to the Super Bowl for its sixth consecutive year with an integrated campaign for Kia Motors America's (KMA) all-new 2016 Sorento CUV, starring action hero Pierce Brosnan. The campaign's centerpiece is a :60 Super Bowl spot – titled "The Perfect Getaway" – that will be nationally televised during the third quarter of the Big Game and signals a major evolution for both the model and the brand.
"The all-new Sorento marks Kia's comprehensive design transformation," said David Angelo, founder and chairman of D&G. "It was engineered to exceed expectations in its class - it's bigger, more refined and more capable than ever before, making it 'The Perfect Getaway Vehicle'. So who better to pair it with than the actor best known for action and adventure. Pierce Brosnan finds himself in the middle of a getaway, but in this case, it's not exactly the kind he expected." The commercial begins inside a talent agency where Brosnan is meeting with his agent. He's being pitched a new role, which happens to be the very commercial the audience is watching. As the agent describes various scenes, the actor confidently interjects with one action-adventure movie cliché after another, wrongly assuming he and the Sorento will encounter danger at every turn. He soon discovers that escaping to a beautiful place in the all-new Sorento is surprising and exhilarating enough. The fully-integrated campaign will include TV, cinema, digital, print, out-of-home, promotional, social media and CRM components. This is the sixth consecutive year David&Goliath, Kia Motors' agency of record, has created a Super Bowl spot for the auto brand. Last year's :60 spot titled 'The Truth', featured Laurence Fishburne as Morpheus from The Matrix Trilogy for the 2015 K900 luxury sedan.
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