Kia Unveils Super Bowl Ad With Popular Life-Size Children’s Characters Taking Cross-Country Joyride In The All-New 2011 Sorento

  • Soundtrack for the whirlwind adventure features How Do You Like Me Now by The Heavy

    IRVINE, Calif., February 5, 2010 The launch of the all-new 2011 Sorento the largest campaign in company history for Kia Motors America (KMA) continues today with the reveal of Kias first-ever Super Bowl ad on Titled Joyride Dream, the 60-second spot follows a colorful cast of life-size childrens characters including Muno (from YO GABBA GABBA!, the award-winning series and live tour, produced by W!LDBRAIN and The Magic Store), Sock Monkey (Fox River Mills, Inc.), MR. X (BLABLA KIDS collection), Robot and Teddy Bear who take the all-new Sorento CUV for a spin through a series of dream-like adventures and encounter exploding bowling pins, jumping jet skis, snow angels and a mechanical bull along the way.

    The Kia brand is becoming increasingly relevant in the U.S., and the arrival of the first vehicle from the new Kia plant in West Point, Georgia is the perfect time for the brand to use the Super Bowl advertising stage to introduce the all-new 2011 Sorento to more than 100 million people watching the game, said Michael Sprague, vice president of marketing, KMA.

    Scheduled to air during the third quarter of the big game, the soundtrack for the characters epic adventure is How Do You Like Me Now by indie rock band The Heavy

    Created by DavidGoliath, Joyride Dream speaks to young couples who are entering a new life stage and facing adult responsibilities while still desiring the style, freedom and fun theyve always enjoyed.

    New parents often find their vehicles back seats cluttered with toys and child TV show characters, so assembling the cast of Joyride Dream provided a clever way to showcase Sorentos unique combination of just-right size, style and amenities that enables young couples to enjoy their new lifestyle to the fullest, said Sprague. From Munos eye-catching design and Sock Monkeys agility to the fun of Mr. X, the advanced technology of Robot and the safety and security of Teddy Bear, each characters inherent trait helps us tell the Sorento story.

    The first vehicle to roll off the line at Kias new state-of-the-art manufacturing facility in West Point, Georgia, the all-new 2011 Sorento encompasses both the brands signature design cues as well as its distinct combination of value, safety and style. The 2011 Sorento, which went on-sale in early-January, offers consumers a well-equipped, well-appointed CUV with best-in-class power2 suited perfectly for the fun, dynamic and discerning driver.

    In addition to the Super Bowl spot, Sorento is currently featured on KMAs first Times Square billboard and is the Official Vehicle of the NBA for the current basketball season. The 2011 Sorento was named the Official Vehicle of the 2009 Chick-fil-A Bowl and Outback Bowl college football games.

    About Kia Motors America

    Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 670 dealers throughout the United States. For 2009, KMA recorded its 15th consecutive year of increased U.S. market share and recently achieved its best quarter of sales ever. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline The Power to Surprise.

    Kia Motors America is the “Official Automotive Partner of the NBA.” Information about Kia Motors America and its full vehicle line-up is available at its Web site For media information, including photography, visit

    1 KMMG vehicles are built with U.S. and globally sourced parts.
    2 Best-in-class power with V6 engine only.

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