• by Tanya Gazdik , April 12, 2023

Kia America is launching creative for the 2024 Kia Seltos compact SUV that shows how the small vehicle is capable of big things. 

The refreshed 2024 Kia Seltos SUV sports a refined design on the outside and an available panoramic display inside the modern cabin. 

The 30-second broadcast spot “Drop Off” shows a father and daughter setting off on unexpected adventure.

As they travel down a two-lane road, the daughter -- who is driving -- asks “Detour?” to which dad agrees. They turn onto a dirt road that leads them to the top of a mountain with a breathtaking 360-degree view. 

Taking in the scenery, the two discuss their next big adventure: the start of a new school year. They agree that “school is not going to be easy.” In the end, they drive onto a college campus. The twist ending: It's the father who is starting classes, not the daughter.

“The unexpected journey the father and daughter take in their Kia Seltos is a reflection of the unexpected journeys life has in store for us all,” said Russell Wager, vice president, marketing, Kia America, in a release.

In addition to the 30-second spot, the broadcast component of the campaign includes a 15-second cutdown for digital as well as print and out-of-home creative.  The campaign is from Kia America''s agency of record, David&Goliath. 

The vehicle, which is on sale now, starts at an MSRP of $24,390 (excludes $1,325 destination fee).