Innocean Moscow, Harpoon Director Celebrate Winter, Russia for Kia

By Erik Oster 

3SBA/Innocean Worldwide teamed up with director Alejandro Toledo of Harpoon Pictures for two new spots for Kia.

In the playful 60 second spot “Winter,” a snowball fight breaks out on the street, with children and adults alike ducking behind Kias to avoid being pelted with snowy projectiles. A family returns from a winter trip with a sleeping child in the backseat of their Kia Rio, while another family cheers on the action from the safety of their Kia Ceed. It’s a fun spot, or at least it would have been if it was timed right. But therein lies the problem: “Winter” is being released at the tail end of one of the harshest seasons in recent history, and I doubt many people are in the mood to celebrate “the joyful surprises to be found in the season” or look fondly at anything but the impending arrival of spring. The last thing people want to be reminded of is the fact that there’s still almost a month left until that happens.


The other spot, “Russia,” celebrates that country while extolling the diversity of Kia’s models, which can perform well in both urban and rural environments. In the spot, “Kia Sorrento, Ceed and Rio are each shown seamlessly moving from rough forest and off-road terrains into energetic city environments, delighting drivers and passengers alike with the cars’ comfort, elegance and agility.” Oddly enough, the Russian nationalism stoking spot was actually filmed by Toledo in Spain. You can view “Russia” after the jump and if you care, learn more about Toledo and Harpoon Pictures here.