Kia Motors envisions a new future for the American auto industry in a spot introducing the company’s West Point, Ga., plant, its first manufacturing facility in the U.S.
The commercial features a young boy in 1951 riding a bicycle through time straight into 2010 and the company’s brand new Georgia plant. As the boy rides, a voiceover describes how Kia has evolved over the past 60 years from a bike manufacturer to a leading international automaker. Kia attributes its success to the company’s progressive spirit. Since the 1950s, Kia has continually challenged itself to “come up with better ways to help people get around.” The voiceover goes on to say how the new, state-of-the-art manufacturing facility in West Point, Ga., is the company’s proudest achievement yet, not because it demonstrates how far Kia has come, but because it offers “a glimpse of where we’re headed tomorrow.” The commercial concludes with Kia’s past and present alongside each other as the boy and his bike watch Kia’s newest car, the Sorento, drive off into the future.
This spot provides an excellent example of how hope-filled rather than fear-filled messaging can help brands transition into recovery. Instead of focusing on the auto industry’s turbulent past, Kia is shining a light on the future promising better days ahead for the American auto industry and auto worker. In this spot, Kia offers a future in which consumers will be better off thanks to the ambition, innovation and optimism at the core of the company.