Here’s a new commercial from Kia that relies on hyperbole. You could say that hyperbole comes with the territory. That it’s expected, especially in automotive advertising.
Yet, hyperbole does nothing to help build brand value. Because it’s a lie.
The truth is we’ve been telling stories since campfires were invented.
I had a highly annoying boss once. Thankfully, he said one brilliant thing to me in my short time on his team. He said, “smart is better than clever.”
The Kia spot is clever. It’s playful. Maybe it’s even a bit weird. But it is not smart.
Any vehicle can transport a person. A Kia, a Ford, a Toyota. Movement from one place to another more dreamy place is built-in to the concept of automotive engineering. When making a commercial, the point is to provide a lens that differentiates the brand. And to do that you need a fact-based hook.
I don’t know what Kia’s best fact-based hook is, but for argument’s sake, let’s say it’s price-based. If the Kia Sorrento saves you five to ten grand over other options, there’s money left on the table for adventures. That’s a point of difference that can be successfully conveyed in a commercial.