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Creative > Ad of the Day
Ad of the Day
Kia "The First of Its Kind"Agency: davidandgoliath Review Date: July 13, 2009 To introduce the Forte compact sedan, Kia tries to position the car as "the first of its kind." And yet, the ad goes out of its way to explain all the things Kia didn't actually pioneer, leaning heavily on phrases like, "We didn't" and "we weren't," pointing out at the end, however, that the Forte is the first model to routinely include features (Bluetooth, satellite radio, etc.) its rivals reserve for more expensive automobiles. Constantly repeating that Kia wasn't the first to include various innovations dilutes the broader theme of being the first to combine them in a car at this size and price point. The shots of a Forte seemingly "watching" stock footage on projection screens are less than compelling and make the vehicle look like it was abandoned at some high-tech drive-in. Maybe the car enjoyed the show, but this particular ad takes a backseat in the race for first --David Gianatasio View Credits
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