Saturday, February 20, 2016

Kia Sorento Participation Trophy Ad

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: