Kia invents ‘Fathertism’ for Next Gen Sorento
Kids show ‘Fathertism’
Kia has coined a new word – Fathertism – in a new campaign for its Next Gen Sorento car.
Led by a TV commercial, the campaign sees a mother struggle to gain her children’s affection after they give preferential treatment to their dad because he bought a new Kia Sorento – hence the word, fathertism.
Created by Innocean, the campaign launched last night and covers both free-to-air and subscription TV, online via a microsite, outdoor and social media. It includes an online competition to find Australia’s favourite father. The competition winner gets a Sorento.
Linking family affection and jealousy to the purchase of a car? When people talk about media and consumerism destroying the fabric of society this is exactly the sort of thing they mean. Imagine thyinking that the creation of this rubbish was an achievement? Imagine if this was one of the high points of your life? How awfully depressing.
Nice work! Quite charming.
Maybe KIA and the TAC could do some work together, both focusing on how cars can be responsible for family breakdowns?
Buy this car and your family will fall apart – doesn’t get much more compelling than that.
Very fresh
If my kids loved me more for buying a Kia I would seriously be looking at trading them in. That is not going to happen. I belong to the “I bought a Kia Once” Club.
I like the idea – of dad being the favourite because he bought a Kia, because there is an element of truth in that.
The execution is good too.
Just not sure about coining the term “Fathertism” though. A little too contrived.
As if any of the target will see anything other than a cut-down 15sec on a real TV.
It makes sense, people with insecurities are the best target for 4WD advertising, and who feels it most than dads who believe the kids love mum more.
Perhaps it’s just me, but I found both ads a little depressing.
This agency did some nice work a year back but it’s gone badly downhill recently. This is very poor work. And what’s with the vox pop ads they’re also running at the moment. The lowest of the low.
I am going to need a new car when the twins arrive…..
I didn’t realy notice all the nonsence of the add. I locked in on the fantastic sun roof feature…. That part of the advert made me think I really want to look at one of these. Shame it’s an SUV, not too keen on that idea… just love the roof!
Fathertism
I would like to know why they think that alienating a mother from her family is somehow amusing? Why also, they think excluding 50% of their market customers is wise? And why they think that men buy the family car? Welcome to the 21st Century!
In the prize for stupidity, who do you think wins? The add agency, or the Kia executives who approved it?
I hope Kia engineers are smarter than their corporates!