This ad cracks me up. It complains about the participation trophy
culture we live in now, but it doesn’t really say much about the car or why we’d
want it as opposed to some other similar car. Oh, sorry: it does say the
Sorento is: “built for football families,” so if your family plays any other sport, you’re
not allowed to drive one, you wimps.
But I think this ad should be only one in a campaign about
this subject. The next one would show the same scenario, but with the father
and son from the losing team of the same game. And as they walk back to their
Kia Sorento, the father snatches the trophy away from his son, breaks it over
his knee and sneers, as he throws the trophy on the ground: “Losers don’t get
trophies!” Then the father gets into the car, locks all the doors so his son
can’t get in, and then he rolls down the window and shouts in his son’s face: “Losers
have to walk home!” Then the father drives off, leaving his son
standing there, and the slogan is: “Kia Sorento: It’s Not for Losers.”
I have to assume they’ve already made this spot, and I look
forward to seeing it soon. It’s the other side of the same coin from their
actual ad, isn’t it? And we’ve all heard about overly fanatical sports parents,
so why not pitch a car just for them? I hear there are a lot of them out there, so they might sell a lot of cars.
Here’s the winning spot:
