• by Tanya Gazdik , December 29, 2020

The Kia Sorento is more than a more than just an SUV, it’s the “world’s first storytelling machine,” according to an upcoming campaign. 

The vehicle will help people discover the stories that are out there “in an era where stories are the ultimate currency,” according to David&Goliath, which created the campaign for Kia Motors America.

We need positive and hopeful stories to experience and share more than ever, says David Angelo, founder and creative chairman of David&Goliath.

It ends with the voiceover: “We didn’t just build another SUV, we built the world’s first storytelling machine.” 

In “Front Row,” a woman takes her new Turbo-Hybrid Sorento (a first for Kia) up to a dramatic mountain outlook where she finds a set of theater seats that have been mysteriously set up to offer an unparalleled view of the canyon below, as well as a stellar display in the night sky. 

Both spots will air during "Dick Clark’s New Year’s Rockin’ Eve 2021" on ABC beginning at 8 p.m. EST.

The campaign is part of Kia’s multifaceted New Year’s Celebration, which began in early December when the Sorento road set out cross-country to deliver the “2021” numerals to Time Square, capturing inspirational stories along the way with the help of National Geographic.

Kia will host frontline workers and their families so they can safely experience New Year’s in Times Square for themselves. The families will be shuttled to and from Times Square in a fleet of 2021 Kia Sorento and Telluride SUVs.

In addition to the broadcast campaign, as well as social and digital elements, the Sorento will be featured on digital billboards on the north façade of One Times Square, the building that launched the annual New Year’s Eve Ball Drop tradition in 1907. Sorento’s digital billboards will be on display through January.