KIA Car’s Coins The Word “FATHERTISM” to launch Sorento

KIA AUSTRALIA coins THE WORD FATHERTISM to launch NEXT GEN SORENTO

KIA Australia along with it’s in-house agency Innocean to target family-men with the face lift Sorento.An unusual change to spotlight men with this ad campaign as Innocean policy of “female first” advertising mainly portrait’s the men as the “flawed hero”. However, as most modern day SUV’s are projected at mothers, and young families, KIA has made a stand to aim their sights on the dad’s of the household.

The ad features dad and his two kids, who hang out together leaving mom outside their group and shuns mom as the kids give her the cold shoulder and the offer of her baking to spend more time with Dad. They literally prefer to wash dad’s car to mom’s homemade cup cakes. According to the campaign, expect a little fatherism with Kia. Is the Ad wants to convey, kids giving unfair preferential treatment to Dad just because he bought the Next Gen KIA Sorento? The closing tagline introduces a idea of ‘Fathertism’.

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