Buying a new vehicle is a big financial decision. People shopping for cars weigh the monthly outlay expected of them, the insurance costs, gas and maintenance costs, and how much the dealer is going to make on the purchase.
There’s also the emotional buyer and the emotive purchase. People sometimes “fall in love” with a car. They like the way it handles, the way it looks, and the way it makes them feel.
Feel Good About Yourself In a New Kia
This new commercial from Kia and David&Golaith introduces the All-New 2023 Kia Sportage Turbo-Hybrid SUV. Normally, a commercial of this sort would highlight the vehicle’s specs.
Spoiler alert: that’s not what happens here.
Against the backdrop of a gloomy, rainy Seattle, this new car commercial from Kia shines a light on the 37 million Americans living in poverty and struggling to afford basic needs – including a warm coat.
In partnership with One Warm Coat, the campaign includes a Corporate Social Responsibility effort plus social content.
One Warm Coat is a nonprofit that has provided more than 7.3 million coats to those in need nationwide and is dedicated to promoting environmental sustainability.
I wonder, would a Telsa driver deliver raincoats to the unhoused? Would a Subaru driver? I also wonder if virtue signaling is a decent selling strategy. Even though I don’t like virtue signaling, I am open to the idea that it moves people to make expensive purchases.