Innocean Worldwide UK hits on a promise that no one can ignore – you make us make better cars.

There is definitely is a new way of approaching the “buy me” in car advertising. Bye-bye tech-talk. Hello heart-talk.

Last year, Wieden + Kennedy gave the sports car driver inside the heads of suburban Honda buyers a thrill with its interactive double-sided TVC.

Venables Bell and Partners told Audi buyers they’d earned the right to own the Audi A3 sedan with a little help from Queen’s We are the Champions and Ricky Gervais.

And Dentsu Australia gave the Toyota Corolla a pivotal role in everyperson’s life.

Now, Innocean Worldwide UK has found an irresistible promise for Kia to own: you make us make better cars. On the surface, the TVC demonstrates how cars mean different things to different people. Beneath the fun of identifying “yourself” and “your friends” in the ad’s cameos, there’s the message that Kia builds its cars to 1. answer people’s needs and 2. meet their wants. Given that Kia is never going to be a high performance, hi-tech and/or prestige car marque, that’s a clever space for it to occupy.

The new positioning supersedes Cars that speak for themselves, which was launched in January 2013 following Kia’s Best Car Manufacturer of 2012 award from Which? and the Kia Sportage’s ranking, most satisfying car to own, oin JD Power’s 2012 consumer survey.

Creative credits:

Creative agency: Innocean Worldwide UK

Creative directors: Dom Sweeney & John Crozier

Production company: Bare Films

Director: Joanna Bailey

Executive producer: Helen Hadfield

DoP: Ben Smithard

Editing: Melanie Anne Oliver @ Speade