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Kia Motors: Kia Motors: Lesson
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As one of FIFA’s Official Automotive Partners through 2022, Kia Motors has commissioned World Cup Ambassador and Brazilian supermodel Adriana Lima to help spread the passion for fútbol in a new brand campaign.
This is the first time Kia has supported its World Cup sponsorship with a large campaign effort in the U.S. In the TV spots, Lima seeks out non-soccer fans in hopes of converting them into fans of “fútbol” for the month. Each time, she arrives in a Kia Optima or Sorento, making an entrance that will light up the screen, and the eyes, of every sports fan. The campaign tagline: For One Month, Let’s All Be Fútbol Fans. The complete brand effort consists of 3 TV spots, radio, print, social media support including 3 vine videos, digital banners, point-of-sale and a dedicated FIFA landing page: Kia.com/FIFA. The TV will launch in both Hispanic media and general market TV on Thursday 6/12, running on all ESPN properties (including ABC) for six weeks. The three spots are titled “Man Cave,” “Sports Bar” and “Lesson” (Football vs. Futbol).
Head of Production, Managing Director: Carol Lombard Related
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