• by Tanya Gazdik , July 29, 2024

Kia America is launching new creative during the 2024 Summer Olympics in Paris. 

The spot, “Epic Tailgate” from David&Goliath, features the 2025 Kia Carnival Turbo-Hybrid. It has a sports theme that will continue to be timely during the upcoming college football season, not to mention NFL and NBA. 

With such a large viewing audience, the 2024 Summer Olympics is the perfect place to introduce the 2025 Kia Carnival Hybrid MPV, says Russell Wager, vice president, marketing, Kia America.

“Specifically, we placed the spot in both the opening and closing ceremonies as well as throughout the USA Men’s Basketball games, which aligns perfectly with Kia’s sponsorship of the NBA and WNBA,” Wager tells Marketing Daily.  

As the first-ever Carnival hybrid, the vehicle offers the capability, interior room and luxury of Carnival combined with the efficiency of a hybrid.

“As the industry transitions to total electrification, Carnival Hybrid provides customers with an easy and comfortable option as a ‘step up’ to electrification through a familiar and well-proven powertrain,” Wager says. 

Creative plays up the Carnival’s towing power as it hauls a smoker built for a hungry crowd across the country, thanks to its hybrid fuel-efficiency. 

When the Kia passengers arrive at the stadium in their opposing team jerseys, tensions are high with the tailgate mob, according to the automaker. But the way to the heart is through the stomach, and some freshly-grilled grub, and the Carnival’s comfy reclining VIP Lounge seats, quickly win over the rivals. 

The tagline “Do what’s yet to be done” is the rallying cry of the campaign, says Tiffany Smith, group creative director, David&Goliath.

“It touts the audacious spirit of the Kia Carnival made for those with a bold, fearless spirit ready to do what’s yet to be done,” Smith tells Marketing Daily. “Launching our campaign during the Summer Olympics is the perfect place to celebrate that sentiment with the Olympians chasing their own courageous life ambitions. And leaves viewers to ponder their own do’s that have yet to be done, and the potential that awaits them.”

The media plan includes broadcast, print, digital, Kia.com,  HTML5 Banners, paid and organic social and YouTube, according to the automaker.