The economy is no laughing matter for Irvine-based Kia Motors America Inc.
The South Korean automaker said it’s going with a more sober tone in its latest television commercials to promote its “more for your money” image, the company said in a recent report in trade publication Advertising Age.
It’s a move away from past humor-filled ads, where Kia tried to be more hip and woo buyers with punchy campaigns. One featured a sales spot that parodied the movie “Flashdance.” Another showed Kia cars hauling giant red stick pins on their roofs, Ad Age said.
The shift comes on the heels of some executive changes at Kia.
Earlier this year, chief executive Len Hunt resigned, as did Ian Beavis, former vice president of marketing. Beavis came on board in 2005 and was credited with livening up Kia’s image, which was fighting perceptions of bland styling and quality.
Tim Chaney, Kia marketing director, told Ad Age that Kia has “a lot to communicate in terms of products” and doesn’t want to “obscure it with entertainment.”
The message comes from Kia’s top. Byung Mo Ahn, who took the post as chairman and group chief executive in February, reportedly was behind the more serious messaging, which pushes making quality cars in hard times, Ad Age said.
The campaign was created by ad shop David & Goliath; in El Segundo.
A 60-second spot started running in movie theaters in June and promotes the automaker’s 2009 Borrego sport utility vehicle.
Sales of SUVs could be challenging as people have pulled back from buying larger vehicles because of rising gas prices.
In May, Kia sold 31,047 vehicles in the U.S., up 9% from the year earlier. For the 12 months through May, sales were up 1% to 129,327.
The company said May sales were driven by Spectra and Optima cars, which are more fuel efficient.
The automaker recently held a grand opening for its $130 million headquarters and design center on 22 acres in Irvine alongside the Santa Ana (I-5) Freeway.
It has some 400 workers there. The company, part of South Korea’s Hyundai Motor Co., says it could grow to 600.
Product Placement
Media design and development company Phase 3 Films is sick of hearing about viewers fast-forwarding through commercials when watching shows recorded by TiVo and other devices.
So the shop hired an executive to figure out a new game plan.
The Orange-based company said it brought on Vern Vihlene as director of program development to oversee its new branded television division.
The shop is looking for ways to get products into shows so brands don’t have to buy commercial spots that are getting less traction.
The production shop, which has more than 15,000 square feet of stages, equipment, post production, sound design and animation studios, has gotten more aggressive in the past year with going after more work.
A few months back, it hired a director of business development to help promote new software that lets the shop design, develop and manage media projects. It’s aimed at corporate communication programs.
The shop also expanded its producing team and hired two workers.
Pajama Promotions
Costa Mesa-based Paul Frank Industries Inc. is going to be promoting its pajamas under a new license agreement.
The apparel maker, known for its Julius monkey and other cheeky characters, said it recently signed a licensing deal with Mjc SF LLC to make pajamas, tanks, night shirts and other underwear for women and boxers and briefs for men.
The deal comes a few months after Paul Frank granted rights to its designs to Australia’s Creata, known for its work promoting McDonald’s Corp., Kellogg Co., Nestl & #233; SA and Coca-Cola Co.
The company says there will be more to come this year.
San Francisco-based Mjc also makes loungewear and underwear for other brands, including Ocean Pacific and Joe Boxer, which is sold at Kohl’s, Target and Wal-Mart.
Promoting Private Club
Newport Beach-based Madeline Zuckerman Public Relations & Marketing Inc. nabbed an account.
The shop was tapped by the Aliso Viejo Country Club to help promote its switch to a private club.
The work includes marketing, branding, public relations and special events talking up some of the club’s features, including a new 36,000-square-foot clubhouse with a fitness center.
Beauty, Fitness Expo
B Scene Advertising in Newport Beach recently wrapped up a beauty and fitness expo it held at the Newport Dunes Waterfront Resort and Marina.
The shop said this is a first in a series.
