Wednesday, January 28, 2015

Watch: Kia Taps 007 to Complete Its Super Bowl Mission

2016 Kia Sorento

What We See: Shot in what looks like Ari Gold's Entourage office, we see a very fit (the dude is 61!) Pierce Brosnan hearing a pitch from his agent about an upcoming project. Having played the likes of Remington Steele and James Bond, Brosnan naturally assumes that this is an adventure thriller, replete with high-speed sports cars, missile launchers, and exploding houses. But in fact, the agent wants Brosnan to star in a Kia Sorento commercial, and the things he will encounter are snowy mountain roads, an owl, and a moose. But that doesn't keep the spot from having a surprise ending that satisfies Brosnan, who admits to liking "fireworks." The fast-paced :60 has more than 40 cuts, which include the former Bond's imagined scenes as well as the "real" ones, making the spot fun to watch.

What We Think: Clearly based on borrowed interest, this concept could have gone either way, but I think Kia's agency pulled it off. Credit for that goes to Brosnan himself as well as to the other actors, the feature-film-quality locations, the camera work, and the director. In fact, I find this commercial hard to not like, even though virtually any other AWD SUV could have been substituted for the Sorento. But, hey, that could be said for half the car commercials out there (at least), and can't fairly be held against Kia. And when the Sorento is shown, it looks classy and up to the task at hand. To the extent that a Super Bowl commercial's "success" is based on likability, I expect this one to do well in the car category. Look for it to run during the third quarter of the game.

Rating: Four out of five

Award-winning ad man–cum–auto journalist Don Klein knows a good (or bad) car commercial when he sees one; this is his space to tell you what he thinks of the latest spots. The ad's rating is depicted on a scale of one (terrible) to five (transcendent), but everyone has an opinion when it comes to advertising, so hit Backfires below and tell us what you think, too. And be sure to read more of Don's advertising critiques here.

from Car and Driver Blog


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