KIA: This is Football

Kia’s 2014 World Cup commercial, featuring supermodel Adriana Lima, became a viral sensation, receiving millions of views and generating significant buzz around the brand’s partnership with FIFA. This clever advert tapped into the global excitement surrounding the World Cup, using humour and a touch of sex appeal to capture the attention of a broad audience.

This video follows the AIDA (Attention, Interest, Desire, Action) framework, focusing on grabbing the viewer’s attention, piquing their interest, creating desire, and prompting a specific action.

OBJECTIVES

• Increase brand awareness and associate Kia with the World Cup.
• Generate excitement for the tournament, particularly amongst a US audience less familiar with “fútbol”.
• Highlight the stylish design and features of the Kia Optima.
• Drive traffic to Kia’s website or social media platforms.

THE HOOK

• The video opens with American football players engaging in training drills, immediately establishing a familiar context for a primarily American target audience. This resonates with their existing interests and creates an immediate connection.
• The sudden appearance of a sleek, white Kia Optima driving onto the field disrupts this familiar scene and creates an element of surprise. This unexpected intrusion sparks curiosity and encourages viewers to continue watching to understand what’s happening.
• Adriana Lima’s elegant emergence from the car adds a touch of glamour and allure. Her presence, juxtaposed with the football setting, creates a striking visual contrast. This unexpected pairing of a supermodel with a traditionally masculine sport further intensifies the viewer’s interest.

WHY IT WORKS

• Celebrity Power: Adriana Lima’s global recognition instantly draws attention. Her glamorous image contrasts humorously with the football players, creating a memorable and shareable moment.
• Humour: The players’ reactions to Lima’s “fútbol” demonstration, combined with the “For one month, let’s all be fútbol fans” tagline, injects lightheartedness and promotes a sense of unity around the World Cup.
• Visual Appeal: The commercial is visually engaging, with dynamic shots of the car, the football players, and Lima. The high production quality and stylish aesthetics contribute to the overall impact.
• Strategic Timing: Released in the lead-up to the World Cup, the commercial capitalised on the pre-tournament excitement, ensuring high viewership and engagement.

TAKEAWAYS

• Unexpected Combinations: Pairing unexpected elements, such as a supermodel with American football, can create a compelling and memorable hook.
• Humour is Universal: Using humour can transcend cultural barriers and make a brand message more relatable and shareable.
• Context is Key: Tying the advertisement to a major event like the World Cup maximizes reach and relevance.

KEY ELEMENTS

• Introduction (hook): Football practice interrupted by Lima arriving in a Kia.
• Problem statement: Americans aren’t as engaged with soccer/football.
• Solution (product/service): Embrace “fútbol” for the World Cup, and by extension, Kia.
• Benefits and features: Kia is stylish, sophisticated (like Lima), and associated with a global event.
• Call to action (CTA): Implicit – become a “fútbol” fan, consider Kia.