THERE is an ad for Kia cars that confirms suspicions that advertisers think we are stupid. Or at least they think people who might want to buy a Kia are stupid.
The commercial is trying to flog yet another pretend four-wheel drive.
You know the type, a small but tall station wagon for people who need a station wagon but don’t want to be seen driving a station wagon.
The not-so-subtle message from the ad is that this Kia car – I don’t recall the model – is cool. How do I know it’s cool? Because some genius at the advertising agency has linked it to Facebook.
Now, despite the fact yourgrandmother is probably updating her status to “single” after a mix-up with her husband’s medication this morning – Facebook is still intrinsically linked with the young and the happening.
Unfortunately for the marketing wizards at Kia, making a dorky brand of car appealing to aspirational young folk is not as easy as sticking an “I like” slogan on an ad.
Pictures of people rollerblading doesn’t do it either. Quite the opposite in fact.
As if they were determined to prove that they are completely clueless, the ad closes with an unlikely and completely confusing appearance by Rafael Nadal.
Just why the Mallorcan tennis ace closes out the ad with a lovely overhead smash is left up to the viewer’s imagination.
Perhaps the car will be a“smash” with your Facebook friends. Maybe you will have a ball in your new car.
Morel likely, Kia’s sponsorship of the Australian Open tennis was behind Rafa’s cameo.
Advertising is pretty lame at the best of times, but this Kia ad has hit a new low in the ancient art of making people spend money they don’t have to buy things they don’t need. – Danny Buttler
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