Kia Motors are one of the world’s fastest growing car brands and, having come from modest roots producing budget-priced cars, now excel in the mass market. In the last five or so years we’ve emerged as an innovative manufacturer of stylish yet rugged cars which have by far the longest standard warranty of any car of Europe.

To tie in with our Spring 2011 cee’d_SW radio campaign, we asked our advertising agency, think|rla, to come up with some complementary web ads. The radio campaign was based around vox pops – Kia owners explaining why they thought their SW was the best thing ever, in simple, practical everyday ways. The web ads took a similarly direct approach – to surprise the viewer with something they probably didn’t realise (in this instance that the SW is Ireland’s most popular estate) and then force them to interact with the ad in order to find out the answers why.

Our agency took a very classical print execution for car advertising and brought it to life with a  deceptively simple but beautifully animated expandable MPU which took viewers around the car expounding its seven key virtues in the clearest way possible, neatly sidestepping the usual clichés of automotive advertising, while providing a non-nonsense rationale for buying the car in a way that really resonated with our core audience.