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Creative communications agency, INNOCEAN UK, has created a new ad campaign for Kia’s most iconic and popular model, the Sportage. The latest generation of the Kia Sportage was launched in 2022 and quickly earned high praise, including from What Car? where it won ‘Best Family SUV’ due to its generous practicality, efficient powertrains, engaging dynamic performance and striking design. 

For the 2023 campaign, the brief was clear; showcase the new SUV model in a captivating way. INNOCEAN UK quickly got to work to showcase the enticing design and class leading features of the Kia Sportage, with the help of a CGI firefly. In collaboration with director Lee J Ford and Twice Pictures, the film follows the story of a lonely firefly, which observes a murmuration of starlings with envy. Noticing the distinctive lights of the Kia Sportage, the firefly gives chase, joined eventually by a host of friends the firefly didn’t know it had. 

Shot in the Scottish Highlands, INNOCEAN UK and Twice were able to capture the Sportage with a stunning backdrop. The final edit features the warming narrative all within a 60 seconds, for use in the Gold Spot placement across Kia’s partnership with Independent Cinema.

In addition to the 60-second hero film, INNOCEAN UK - in collaboration with Lee J Ford, Twice Pictures, Trim Editing, Glassworks VFX and Sine Audio – developed a 30s cut down version to run on television as part of a wider campaign for the Kia Sportage. The wider campaign incorporates both programmatic video assets cut from the hero films, as well as digital assets developed from stills taken on location. 

Dom Sweeney, head of creative at INNOCEAN UK, said, “Creating a film that features the product throughout whilst also carrying a Pixar-esque storyline, all within a minute, was a massive ask. It’s thanks in no small part to the meticulous direction of Lee and the brilliance of Twice and Glassworks that we’ve managed to pull it off with aplomb.” 

Sanka De Silva, marketing director at Kia UK added, “The Sportage is our most well-known and iconic model, so creating an advert that amplifies our brand values, showcases the design cues and interior were extremely important to us. We envisioned an inspirational story, that would highlight the Sportage in all its glory. The team at INNOCEAN UK delivered on the brief and really brought that vision to life.”