• by Tanya Gazdik , Yesterday

Kia America is launching a campaign for the newly remodeled 2027 Kia Seltos that plays up the entry-level SUV’s challenger attributes and puts the competition on notice. 

The compact SUV is a departure from the first generation and takes many styling cues from the second generation Telluride SUV.

The centerpiece of the campaign from David & Goliath, which includes broadcast, print, digital, OOH and social media elements, is a 30-second spot entitled, “A Real SUV.” 

In a crowded segment, the 2027 Seltos makes the competition look more like toys to be played with rather than capable SUVs to be driven, according to the autmaker. As the Seltos moves through the different vignettes, drivers of competitive “toy SUVs” look on with envy as Seltos easily does what the others can’t.

The one-of-a-kind visual effects were accomplished through a combination of CGI and a real toy SUV built specifically for this campaign to stand in contrast with the Seltos. 

In addition to the 30-second spot, two additional 15-second spots highlight the increased interior room and the level-up option — a blind spot view monitor — available on the new Seltos.

The campaign is a “fun and creative way” to illustrate how the Seltos stands apart from -- and beats -- the competition, says Russell Wager, vice president, marketing, Kia America.

“The campaign may feel a little different for Kia, and that's because the product itself is challenging conventional expectations for what an entry SUV can be,” Wager tells Marketing Daily. “Seltos is the latest reflection of Kia's long-standing philosophy of giving customers everything they need and more than they expect from a vehicle. We wanted the creative to reflect that mantra.”

The spot uses a lighthearted approach to start a conversation, but it's ultimately grounded in the fact that Seltos delivers the capability, versatility and features consumers increasingly expect without having to move into a larger vehicle, Wager says.

“With its larger overall dimensions and segment above standard features, Seltos is for those looking for a small SUV that is more than capable of doing big things,” he says. “Packed with many of the same standard and available features found on the all-new 2027 Telluride, the 2027 Seltos offers a right-sized option that dwarfs the competition.”

In addition to being larger than its predecessor, the five-passenger 2027 Seltos brings in new features that elevate the small SUV segment, such as flush door handles, an available panoramic sunroof, available surround view monitor and an available up to nearly 30 inches of total combined screens.

The 2027 Kia Seltos will be offered in LX, S, EX and X-Line trims and is currently arriving in showrooms nationwide.