Five stars spot. People have problems with Korean cars. Not in the mechanical sense, but with their image and general perception. It’s just like with Skoda Superb. You know that it is basically cheaper Volkswagen Passat, and you’re really doing a good deal buying it, but deep inside in your head you think – c’mon, it is JUST a Skoda… For a long time Asian cars were just affordable small cars, whose only function was fuel efficiency. But KIA, DAEWOO, HYUNDAI etc. also want to be selling luxury cars. Honda and Toyota gave up long time ago, and created different brands for their state-of-the-art vehicles (Acura and Lexus). I remember when I’ve first seen KIA Sorento, and mistook it with Mercedes M-class. A very cheap move, showing only that the manufacturer hadn’t had its own identity.

With this spot KIA is trying to show us, that it knows what our expectations are, and that they’ve read the how-to-sell-luxury-cars handbook. Self-irony, mockage of the schemes is excellent. Everything here is on the right place, so why do we bother with the plaque which is saying KIA instead of Mercedes? Are we so vain? Yes we are, so good luck KIA in changing your image. With this spot you’ve done a lot.
But the strong side of this commercial is also a weak one. So, ok they are convincing us, that they’re that same like the other luxury SUVs, so what does make them extraordinary? We know that it is the price, they say that KIA Borrego is a new kind of a SUV. Not convincing enough, but it hard to discover the gunpowder again, right?

Inspiration: Ads of the World

Tagi: In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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…when you’ve giant legs ;-). What I like in this spot is its consequence – it strictly follows from start to the end its concept, stylization and speed, what is especially hard to achieve. Everything here is family friendly (only where is the mom?), and strike the right strings. More important than the visual style is the song, here written exclusively for the ad (I’m getting tired of listening the well known hits in commercials which often does not have much in common with the spot message). But I feel a bit unsatisfied, while everything here is well planned, at the end it falls a bit, I’m speaking about the final messages, which, let’s face it, are the most important part of this spot form a commercial point of view. We want to sell something, right? ‘Create the freedom to travel’ is a very good slogan, but it is not presented strongly enough. While the overall tenor is calm, and you immediately want to hum the lead theme, the  Avion Card ( a cool product by the way):

Get any available seat, any airline

With Avion, redeem your points for flights when you want to travel:

• And no rewards seat capacity restrictions

• On any airline

• With no blackout periods

slippers away. Why did they split the ending period (when you are allowed to put your text message) in half, not only dividing the text (first part is unnecessary, and can be easily modified to work with the second, and be presented as one) but also image of our product – the card, and bank logo. Both items can be presented on one board, with the logo somewhere in the corner, and let’s say moving in the middle in the last second. We have to remember, that the card is important here, as it will hopefully generate projected income not the bank name itself.

Tagi: In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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‘knowing what they need to hear: priceless’

Priceless series is one of the best ever made, and that is a fact. This hokey version is an average for me, but it builds emotions. I was waiting for the coach explosion, didn’t known if they were AFTER or BEFORE the game (probably were during ;-)). The all-known UEFA Champions League version is the best made to date.

Tagi: In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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Inspiration:  Ads of the World

Tagi: In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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