Kia Australia uses 'fathertism' to launch Next Gen Sorento

Targeted at family-men in Australia, the multimedia campaign which launched yesterday night spans FTA and satelite TV, online, outdoor and social media. 

The move to favour men in this case is unusual as Innocean has said it has a policy of 'female first' advertising and generally portrays men as 'flawed heroes'. 

However, as most SUVs are aimed at mums, young couples or families, as a challenger brand, Kia has decided to target dads, said Innocean creative director, Scott Lambert.

"We all know that kids love playing off the parents against each other (choosing Favourites) to get their way," said Lambert. " And we also know that often Dad's don't get the quality time that theyshould have with their children. So, add Dad to the Next Gen Sorento (and all of it's cool features), a handful of fun, and you have a formula which the kids will fall in love with."

In the first humorous spot, hosted on its microsite, an unfortunate mum is given the cold shoulder as the children continuously fawn over dad to a soundtrack reminiscent of Pixar's 'Up'. Her cupcakes are ignored and tributes to father litter the house. 

The closing tagline introduces a idea of 'Fathertism': "The practice of kids giving unfair preferential treatment to Dad because he bought the Next Gen Kia Sorento." 

Despite her envy, in the second, dark-humour infused spot mom is shown sneaking out of bed to try out the coveted new car to an ambiance, this time harking back to car-horror show 'Christine'. Her car obsessed, teddy-clutching daughter catches her in the act. 

The tone of these adds, added Lambert, is in line with Kia Australia's tradition of doing "irreverent, straight-talking ads". 

Update 2:45pm:

Kia is also holding an online competition for Australia's favourite father to win  Sorento. 

Credits:

Client: Kia Motors Australia
National marketing manager: Steve Watt
Brand and advertising manager: Gerrit Walters
Agency: Innocean Worldwide Australia
Creative director: Scott Lambert
Copywriter: Yanni Pounartzis
Art director: Mike Lind
Head of broadcast: Tania Templeton
Planning: Susan Oliver
Group Business Director: Simon Hornery
Business director: Janine Allan
Production company: Finch
Director: Nick Ball
Producer: Camilla Dehnert
Executive producer: Karen Bryson
Executive producer/MD: Rob Galluzzo
DOP: John Toon
Editor: Peter Sciberas
Online: Method
Audio post production: SongZu
Music composition: Antony Partos
Media planning and buying: Initiative
Social media: We Are Social