KIA DEBUTS ALL-NEW 2011 KIA OPTIMA “SWEET DREAMS” AD AS PART OF ITS LARGEST MEDIA CAMPAIGN EVER
New Optima Spot Debuts at Movie Theaters Nationwide
IRVINE, Calif. December 9, 2010 – The first phase of the launch of the all-new, highly anticipated 2011 Optima the largest campaign in Kia Motors America’s (KMA) history begins this weekend as a new made-for-cinema 60-second spot will begin running at movie theaters nationwide. Titled “Sweet Dreams,” the ad is based on the premise that “nobody ever dreamt of driving a midsize sedan . . . until now,” and follows a young boy as he experiences a series of magical, dream-like adventures through the streets of San Francisco, along a beach, and through a snow-covered countryside inhabited by unicorns, knights on horseback, and other whimsical creatures. His dream becomes reality, as he drives his all-new Optima through the city streets as an adult.
“Consumers told us that traditional midsize sedan offerings were missing the excitement and fun found in other segments, but the Optima is the latest result of our design-led transformation. It breaks from tradition by combining dynamic styling with powerful and fuel efficient performance and has the high levels of quality and safety consumers have come to expect from Kia,” said Michael Sprague, vice president, marketing communications, KMA. “It really is true that consumers don’t usually dream of driving a midsize sedan, but we believe that the Optima will change that, making the midsize sedan something worth desiring again.”
Beginning on Friday, “Sweet Dreams” will appear at over 17,000 theaters nationwide, reaching over 70-million show-goers. The spot is scheduled to run into early-January.
Created by KMA’s advertising agency, DavidGoliath, “Sweet Dreams” will resonate with buyers who are typically uninspired by traditional midsize sedans and desire more. The all-new Optima builds upon Kia’s philosophy of creating high quality, dynamic vehicles that evoke passion and offer high-levels of performance technology and upscale amenities while also delivering outstanding fuel economy.
In addition to “Sweet Dreams,” the 2011 Optima will be featured in Kia’s second Super Bowl ad in February, and will soon be available for consumer test drives through the “Experience the New Standard” program at select auto shows around the country.
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 725 dealers throughout the United States. For 2009, KMA recorded its 15th consecutive year of increased U.S. market share and recently achieved its best quarter of sales ever in 2010. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline “The Power to Surprise.”
Kia Motors America is the “Official Automotive Partner of the NBA.” Information about Kia Motors America and its full vehicle line-up is available at its Web site www.kia.com. For media information, including photography, visit www.kiamedia.com.