Brief: Promote Kia’s tech features and the brand’s commitment to bring technology to everyone.

Objectives: Position Kia as highly technological brand.

Idea: Let’s face it, there are some truly extraordinary people out there. They excel at things that most of us are just not able to do or can only dream of achieving. But even the most remarkable human beings need a hand every now and then. That’s where Kia’s technology comes in. Providing safety and convenience to everyone. Even to the most skilled, gifted, or lucky amongst us. Because even extraordinary people are ordinary sometimes.

The long copy ads telling the stories of outstanding people who discover their Achilles heel – something everyone can all relate to – generated very positive buzz for Kia in the media, engaged an audience of modern individuals that value quality content, and helped change the perception of the brand (previously seen as a “value-for-money” car maker), establishing it as a premium, tech-focused player that is truly democratizing technology.