Kia's new Sorento Black Edition has the power to surprise

25 November 2019

Creative Agency: Innocean

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The national campaign, created by Innocean Australia, begins with an object rising up from a pool of black paint.

Kia Motor’s Australia has unveiled its new Sorento Black Pack Edition in dramatic fashion.

The national campaign, created by Innocean Australia, launches the Sorento Black Edition with the aim to add to the premium credentials of Kia whilst also presenting the new car in a fresh and unexpected way.

“Even though the auto industry has been doing it tough for several months, we and our wonderful partners at Kia, refuse to shrink back into a sea of sameness," Innocean Australia executive creative director Steve Jackson says.

"A big thank you to Toby, Finch, Heckler and Squeak E. Clean, you’re all very clever people and personally I find the result rather mesmerising.”

Directed by Toby Pike of Finch, the campaign film begins with an object rising up from a pool of black paint.

As the shape emerges to reveal a car, black paint runs down the body, only being retained by the new black features that differentiate the Sorento Black Edition from the standard Sorento.

Kia’s Black Edition spot runs across television broadcast, digital, social and point of sale.

“The Sorento nameplate in Australia has strong equity and we’re confident this campaign not only reinforces but enhances its reputation as one of the country’s best large SUVs," Kia Motors Australia general manager marketing Dean Norbiato says. 

"More broadly, the campaign also provides a glimpse of the direction our brand is heading in 2020 and beyond.”

Credits:
Client: Kia Motors Australia
General Manager Marketing: Dean Norbiato

Agency: Innocean Australia
ECD: Steve Jackson
Art Director: Rod Soares & Ashley Reeve
Copywriter: Rod Cunha
Head of Production: Craig Sloane
Group Business Director: Jamie Clift
Account Manager: Amber Lowings

Production Company: FINCH
Director: Toby Pike
Executive Producer: Loren Bradley
Producer: Camilla Mazzaferro

Post Production/VFX: Heckler
Head of VFX: Jamie Watson

EPs: Will Alexander, Bonnie Law

Head of 3D: Tom Corbett

VFX Supervisor: Ryan Trippensee

Senior VFX Producer: Emily Higgins

CG Artists: Ben Watts, Octavio De Lellis, Jack Scrase, Nick Kaloterakis, Boris Fomin, Tim Jarick & Chris Norris

Online: Tim Hannah

IO: Adrian Maurici

Music Composition: Squeak E. Clean Studios
Executive Creative Producer: Karla Henwood
Composer: Charlie White
Sound Design: Charlie White

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