Kia positions Sorento as a tool to help solve everyday family issues

Educating kids is a task that can create many moments of anxiety for parents. Not all parents know how to cope with the curiosity of their children, and some are afraid they won’t give the right answer to ongoing questions. One of the most feared and inevitable questions, of course, is “Where do babies come from?” In this amusing Kia Sorento commercial, which debuted on the Super Bowl, a father copes with this awkward question by telling his son about Babylandia, a planet filled with all kinds of babies. When it’s time for the tots to leave, they carry out an epic space journey by rocket and touch down on Earth.

The skeptical son starts to offer an alternative theory conveyed by a friend—which is when the father interrupts and orders the car’s voice-controlled music system to play “Wheels on the Bus.” In the end, the Sorento has succeeded in extricating the father from an anxiety-provoking situation. As more cars gain advanced technologies, brands will need to focus less on the technical specs and more on how the tech meets everyday needs. Here, the family car brand shows that its technology provides the tools to deal with a familiar family issue, giving parents confidence that “It has an answer for everything,” as onscreen copy promises at the close.

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