Kia has a 60-second commercial in the fourth quarter of the Super Bowl game that features its 2014 Sorento crossover. This TV ad is the second one for the Sorento’s new campaign. Last year, this Kia model ranked second in terms of sales. The 2014 Sorento was re-engineered and refreshed. It is set to arrive at showrooms in the second quarter.
The campaign focuses on how the features of the Sorento could help parents handle the challenges of family life. The ad being broadcast now is a 30-second spot known as "Tight Space.”
In the ad, a father activates the Sorento's optional power folding side mirrors as he drives into a tight parking spot. Since he can’t pass through the driver’s side door since there’s no room to open it, he gets out through the back of the car and shuts the automatic rear-lift with just a press on his key fob.
In a statement, Michael Sprague, executive vice president of marketing for Kia Motors America, said that the campaign provides a “fun, light-hearted look” at what parents experience daily while demonstrating the features and technologies that can offer assistance. Kia didn’t offer many details about the upcoming Super Bowl commercial.
However, Sprague drops hints about the ad message. He said that the Super Bowl commercial resolves an age-old question that has made parents scramble for a solution to an awkward but truthful situation. The commercials are the product of David & Goliath of El Segundo, Calif., Kia's agency of record. The 2014 Sorento is built on a new platform. Kia said that over 80% of the vehicle's parts are either new or extensively redesigned.