• by Karl Greenberg , July 8, 2008

Kia continues its tradition of ironic, lighthearted advertising with a national campaign for its first body-on-frame SUV, the Borrego, with spots that parody SUV marketing clichés. The push is part of an effort to shift Kia's brand up-market, while touting the SUV, which starts at around $26,000 as an affordable luxury utility.

The new 60-second spot, currently in cinemas, touts the Borrego as a luxury SUV by placing it in dramatic backgrounds and situations typical of luxury SUV ads-"When it comes to luxury SUV commercials, you expect... a gratuitous cabin shot... the SUV in a scene from a summer blockbuster..." intones the voiceover as each of the clichés appears onscreen-but then surprises the viewer in the end by revealing the Kia nameplate.

The Irvine, CA-based company has parted ways with several key marketing executives in recent months. After Byung Mo Ahn became chairman and group CEO of Kia Motors America earlier this year, he jettisoned president and CEO Len Hunt, and VP of marketing Ian Beavis.

But although Ahn reportedly made it known when he first arrived at the company that he did not approve of the humorous tone in its advertising, the new ads show that Kia hasn't jettisoned its flare for comedy. The automaker's longtime creative agency is David & Goliath of El Segundo, CA.

The 60-second spot will be followed by two 30-second TV ads, and outdoor ads set for August, and a microsite launching this month. Initiative handled media placement.