Kia Motors North America is conquering the mountains with its latest spots.
The Irvine-based automaker kicked off a digital and broadcast campaign this month to promote its 2019 Kia Sorento.
The three 30-second television spots in English and Spanish show the midsize SUV driving through steep mountain terrain to highlight its all-wheel-drive system with dynamic torque vectoring, and its interior, which features standard seven-passenger seating, wireless charging, and optional 8-inch touch-screen navigation.
Kia Vice President of Marketing Communications Saad Chehab said the campaign mirrors the challenges Kia has overcome as a brand and with its Sorento model.
“As a brand, Kia has conquered [its] own mountains, especially over the past four years by ranking as the highest mass market brand in initial quality [by] J.D. Power,” Chehab said in a statement. “And the Sorento, assembled in West Point, Ga., has played a major role in our success by being named the top midsize SUV in initial quality the last two years.”
Kia’s campaign follows up a video shown last year at the Los Angeles Auto Show. The spot showed the redesigned Sorento driving through Hells Revenge, a popular and challenging off-road trail in Moab, Utah.
Art and Auto
Fountain Valley-based Hyundai Motors North America unveiled its latest exhibit this month at the Los Angeles County Museum of Art as part of The Hyundai Project: Art and Technology.
“3D: Double Vision” features more than 60 artworks and is the first U.S. exhibit to feature a full range of art from 1838 to the present in the illusion of three dimensions. It runs through March 31.
Hyundai Chief Marketing Officer Wonhong Cho said the exhibit invites the audience “to trace how technology and science has been unlocked within the history of art and how art has been progressed through the application of technology.”
Hyundai announced a 10-year partnership with the museum in 2015, making it the longest and largest programmatic commitment by a corporate sponsor, LACMA said. The partnership allows the museum to pursue its Art and Technology initiative and a Korean art scholarship supporting contemporary South Korean artists.
Sin City
Mitsubishi Motors North America Inc. in Cypress is getting into the college spirit.
The automaker announced this month that it will be the title sponsor for the Las Vegas Bowl, an annual college football postseason game now called the Mitsubishi Motors Las Vegas Bowl.
The two-year deal is also the first time the automaker has been a title sponsor of a college football bowl game.
Mitsubishi Chief Marketing Officer Francine Harsini said the partnership will allow it to “provide our customers and fans with fun experiences” and “help build brand awareness for Mitsubishi Motors.”
The automaker recently launched its new Eclipse Cross CUV and plug-in hybrid electric Outlander PHEV.
The Las Vegas Bowl is one of 14 games owned and operated by ESPN’s division ESPN Events. The game will feature a Pac-12 team against the top selection from the Mountain West and will be played in December at Sam Boyd Stadium, home of the University of Las Vegas Rebels football team. It will air nationally on ABC.
Bits & Pieces
Costa Mesa-based market research firm J.D. Power added Ian Greenblatt this month to lead its technology, media and telecommunications practice. He previously operated his own consulting practice specializing in the cable and broadcast space after serving as vice president of strategy and business development at Arris International plc, a British telecommunications equipment manufacturing company. … Huntington Beach men’s apparel label TravisMathew is partnering with 23-year-old golfer Dylan Meyer. The Evansville, Ohio, native will also be sponsored by its parent company, Callaway Golf. … Newport Beach ad agency Orange Label has signed on Huntington Beach-based alcohol-monitoring device maker Soberlink and Santa Ana-based nonprofit school The Prentice School.
