Even cars want to be musical instruments.
Kia is promoting its 2018 Rio via an ad campaign called “Small Can Do Big” which mad its broadcast debut Tuesday during the Boston Celtics vs. Cleveland Cavaliers NBA game. 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 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 musical score.
Produced in conjunction with David&Goliath, Kia’s advertising agency of record, this campaign challenges viewers to think beyond perceived limitations and dream big.
“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 Study1 the past two years,” said Saad Chehab, vice president, marketing communications, Kia. “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.”