Kia is going all-in on its advertising lately.
After launching a new spot with LeBron James last week in “Rain” last week and promoting the 2017 Kia Cadenza via its “The Luxury Experts” stunt asking valets to identify the unmarked luxury car earlier this month, David&Goliath returns with another effort for the Cadenza.
“Impossible to Ignore” calls back to “The Luxury Experts” in its use of valets (albeit in a much different way) and stars Christina Hendricks, who will always be Mad Men‘s Joan Harris to us. In the spot, Hendricks walks out of a hotel to a line of valets with luxury cars waiting outside. Disappointed valets open their Audi, BMW and Lexus car doors, but Hendricks walks past them all. She has plans of her own.
Like “The Luxury Experts,” the spot is built around a simple concept. Unlike that spot, it gets to its point fairly quickly, as Hendricks drives away behind the wheel of her Cadenza as the voiceover delivers the line “Confidence never goes out of style.”
Regardless of how you feel about the execution, it’s hard to argue against the actress as the embodiment of the ad’s tagline.