New Ad Campaign Puts the Spotlight on the Kia K5

September 2nd, 2020 by


We’re all excited about the new Kia K5 , the renamed and new generation of the beloved Kia Optima. Getting a much more sports car-inspired look and new features, the Kia K5 is looking like the older sibling of the Kia Stinger after it received a mid-cycle refresh . Recently, Kia Motors showed off this bad boy with death-defying stunts, a live TV event known as the _ Triple Threat _ . Now, to push the envelope a little more, Kia Motors America (KMA) launches a creative broadcast campaign in partnership with network shows including NBCUniversal’s America’s Got Talent and the 72nd Emmy® Awards telecast to show off a new ad for the vehicle, “Turning the Lights On”.

“The Kia K5 is like nothing else in the category and we looked for high-profile partners to create a series of events and creative elements that showcase our most powerful midsize sedan ever…The partnerships with America’s Got Talent and the Emmys are a completely new direction for Kia and help bring live elements to a launch that has been decidedly different from the start.” – Russell Wager, director, marketing operations, Kia Motors America

Having just debuted, the commercial is still pretty fresh. If you are a streamer like many people out there though, you may not have seen it. “Turning the Lights On” showcases the new K5 driving through an abandoned amusement park, full of discarded carnival rides and toys, powered down rides, equipment covered in cobwebs, and all around a bit of a dreary look. We’re not sure if it’s a spin on the age of the pandemic and how most likely many carnivals and fairs have been shut down, but throughout the commercial, this carnival slowly comes to life with blinking lights, carnival music, and animatronic movements as the K5 passes by, with a single line, “Rides made us feel something once, they can do it again.” Both of these:30- and :15- second spots that will be published for broadcast and on digital platforms, but you can watch it below.

Getting even more spotlight, Kia Motors is the first automotive brand to officially partner with Summer’s hottest show, _ America’s Got Talent _ . For a full episode, there will be a live takeover by Kia that puts the Kia K5 on full display in all its beauty, but the PR came a little too late with that single episode happening tonight (September 1st). If you miss this episode, later in September, the K5 will also take the spotlight during the ABC and the Television Academy for the _ 72nd Emmy Awards _ telecast, as mentioned above. The Emmy Awards are scheduled to air live on ABC, Sunday, September 20th, so there is still a chance to see the Kia Motors K5.

Remember, the 2021 Kia K5 has a starting MSRP of $24,455 (plus destination fee) for the base LX model and barely breaks $30k for the all-out GT model, with a starting MSRP of $31,455 (plus destination fee). Also, for those that want the sick look of the GT model without the powerful engine, the Kia K5 GT is only $26,355 (plus destination fee). What a great deal for the new sports car from Kia Motors.

Photo Source/Copyright: Kia Media

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