To launch the very comfortable all-new Kia Cerato, Innocean has created a campaign that depicts a number of people in the Cerato experiencing an uncomfortable moment, yet appearing strangely comfortable.
The first of the ads features a young man on a date receiving an suggestive phone call from another girl, while the second in the series presents a failed marriage proposal. In the final installment, a man mistakes a heavy-set woman for being pregnant. Each spot is summed-up by the campaign line “So many features, there’s never an uncomfortable moment.”
These three films are supported by a wide array of stunts/activations, social, digital, press and outdoor, all expanding on the “Never an uncomfortable moment” theme.