“Space Babies” Takes Viewers on A Journey Nine Months in the Making to Introduce the Family-Friendly 2014 Sorento CUV and Kia’s Next Generation UVO eServices Voice-Activated Infotainment System. Director Jake Scott helms 60-second mini-movie set on the distant planet “Babylandia;” Sneak preview available this weekend in movie theaters and at youtube.com/kia
For generations, inquisitive young minds have asked the burning question that all parents dread. A question that leaves many moms and dads stumbling to find the right words to carefully, and sometimes creatively, navigate the most delicate of situations. On February 3, with more than 100 million people watching, Kia Motors America (KMA) will tell the story that hasn’t been told as a flustered father shares an epic tale with his curious young son from behind the wheel of the new 2014 Sorento CUV. Scheduled to air in the fourth quarter of Super Bowl XLVII and directed by Jake Scott , “Space Babies” reveals the existence of a faraway planet known as “Babylandia” and follows infant boys, girls, dogs, pandas and more on their journey to Earth to join their new families. After taking it all in, the curious child begins to offer an alternative theory passed on by a friend but his quick-thinking father calls upon UVO’s voice-activated jukebox feature to hurriedly change the subject and survive another day in the adventures of parenthood.
Created by David&Goliath, KMA’s advertising agency of record, a special expanded version of “Space Babies” will be viewable at YouTube.com/Kia leading up to the big game. As one of the fastest growing car companies in the U.S. over the last five years, Kia returns as a Super Bowl advertiser for the fourth straight time. After becoming the first advertiser to debut a Super Bowl commercial in movie theaters before the big game last year, “Space Babies” will air on more than 33,000 screens nationwide beginning on February 1 as part of ScreenVision and National CineMedia’s FirstLook. “It has an answer for everything™” is a fully integrated marketing campaign incorporating TV, cinema, digital, print, social media and in-dealership components.
In the first spot of the Sorento’s “It has an answer for everything™” campaign, titled “Tight Space,” parental creativity is in high gear when two of the CUV’s available features – power-folding mirrors and power liftgate – help a determined father make the slimmest parking garage space manageable while his skeptical wife and children look on. Created by David&Goliath, “Tight Space” spot was directed by Peter Darley Miller and Colin Jeffery.