Kia and Innocean demand respect in new TV campaign

Kia Motors Australia's latest car launch, for the new model Rio, has been supported by an integrated campaign to highlight the vehicle's styling, features and power. The campaign was launched with a television spot, 'Respect', last week.

The campaign aims to show the new Rio as a key competitor in the "small car" category of the Australian automotive market, but without any of the compromises that small cars have become known for. Agency Innocean Australia says it hopes to show that this particular small car "has nothing to apologise about. Instead, it demands a newfound respect".

A bass-heavy remix of Aretha Franklin's 'Respect' provides the soundtrack for the TV spots. The visual elements show a young driver cruising the city, and gaining instant respect from those outside (not as much respect from his passenger however).

Steve Watt, national advertising manager for Kia, said, "While the Rio name has a strong heritage in Australia this model is new from the ground up. The design is more stylish and agile and the handling has been tuned locally for Australian conditions. We like to think it's been reborn. In the same vein, we hope respect for this particular small car segment is reborn too."

Scott Lambert, Creative Director, Innocean, said, “This campaign was destined to be fun: First, giving a funky masculine edge to Aretha Franklin’s classic. Second, Tim Bullock’s talent direction and timing. Third, a client who challenges the category. Respect."

Credits:

Agency - Innocean Australia

Creative Director, Scott Lambert

Copy Writer, Jenny Mak

Art Director, Lyndal Kearney

Head of Broadcast, Tania Templeton

Planning Director, Kathy O’Connor

Group Business Director, Simon Hornery

Business Director, Janine Allan

Production Company – Prodigy

Director, Tim Bullock

Producer, Marge McInnes

Executive Producer, Jonathan Samway

Editor, Adam Wills

Music, Song Zu

Musical Director, Ramesh

Music Licensing by Music Mill: Donna Fitzhenry

Credits:

Client – Kia Motors Australia

Steve Watt, National Marketing Manager

Gerrit Walters, Brand and Advertising Manager

Media Planning & Buying – Initiative Media

Social Media – We Are Social