The centerpiece of the campaign, entitled “Small Can Do Big”, is a 90-second spot which makes its broadcast debut tonight during Game One of the NBA Tip-Off between the Boston Celtics and Cleveland Cavaliers on TNT. Directed by viral video sensation, online producer and musician, Julian Smith, the spot features a Rio 5-door and a group of percussionists, musicians and DJs using Kia’s versatile, stylish and capable new subcompact as the main musical instrument. From the revving engine to the hood release latch and tailgate, nearly every part of the Rio that opens, closes or moves – doors, windows, center console, glovebox, door locks, turn signal, windshield wipers, chimes and horn – are incorporated into an unexpected high-decibel musical score.
“As the youngest mainstream car company in America, this new campaign is a metaphor for Kia’s key attributes – youth, innovative spirit and nimbleness. The concept of the musical orchestra, utilizing the Rio as the primary instrument, demonstrates the relentless attitude that took Kia to the top spot in the entire automotive industry in J.D. Power’s Initial Quality Study the past two years,” said Saad Chehab, vice president, marketing communications, KMA. “While the Rio has, and still does, represent a tremendous value, this all-new Rio gives car buyers so much more than any other offering in its class. The unbeatable combination of quality, style and performance coupled with our industry-leading 10-year limited warranty makes Kia today’s world-class automaker.”