Kia to feature a 60-second commercial at Super Bowl with the 2014 Sorento

Article by Christian A., on January 11, 2013

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.

The Sorento is part of a segment that is well-known for having utility but is considered as plain. However, Kia’s new 2014 Sorento is expected to introduce exterior and interior design elements that are both sophisticated and dynamic. Indeed, the interior reveals elegance on an entirely new level. Take the instrument panel for instance. It has been redesigned to reveal and excellent combination of ergonomics and technology. Kia said for those who decided to go for the EX trim and higher, the large gauge cluster in the center will include a TFT 7-inch LCD.

What this does is to project a digital form of the speedometer with each side having analog instruments that are easy to read. This include the engine temperature, fuel level, and tachometer. While optional, customers can have the readout of the TFT LCD reveal information on the trip and even everything about the vehicle. It can show navigation updates as well. Further, Kia made the look and the layout of the center stack more contemporary.

The buttons meanwhile have been placed in such a manner they offer an experience that is truly more user-friendly. With the new design, the brand was also able to get enough space to make the touch screen larger, specifically up to 8 inches. Should customers decide to have this screen, they will get to experience exceptional navigation which is already integrated. Included as well are the vehicle settings, Bluetooth hands-free connectivity, SiruisXM Satellite Radio, and the brand’s very own telematics and infotainment, UVO eServices.

New features in the 2014 Sorento include the first ever liftgate that has programmable power. There is also the illuminated pockets on the door handle, 115-volt power inverter, air-cooled and dual ventilated seats in the front, and integrated sliding sunshades in the 2nd row. New as well is the panoramic sunroof that has the one-piece shade that is power-operated. On the exterior, both the front fascia and the rear one underwent changes, giving the 2014 Sorento better presence on the road. The redesign gave the front section a wider and lower impression with the rear section getting a visually broader stance. The defining feature of the front section remains to be its tiger-nose grille and this is improved further with the 2014 Sorento.

Customers can have the black mesh look or one with the anodized silver metal. Further, the lower valance was opened, exposing a cross-hatched jaw that is clearly more aggressive. The positioning lamps in the front make use of LED and give this section that eyebrow appearance. Its projector-style headlights on the other hand peek from the back of the narrow clear lenses. Regardless of what trim model customers get, all of them will have the fog lights on the front upended and at the same time placed on the bumper’s far corners. This allows them to get more visibility, both forward and side. In the rear, the combination lamps also use LED and positioned in a horizontal manner.

They grip the back-up lights and turn signal which appears to give out that warm corona. Because of this, the 2014 Sorento is immediately recognizable even when viewed from the back. Offered with this new model are the 17-inch wheels and the 18-inch version, both having been redesigned. Further, 19-inch wheels are offered as well, the first for the Sorento.

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