By Barry Janoff
June 9, 2014: When last seen by TV viewers in the U.S. during a major sports event, Brazilian model Adriana Lima was selling Kia's during the NFL's Super Bowl XLI (2012) in "Drive the Dream."
Now, she takes a lead role in selling Kia cars during the FIFA World Cup.
Lima is prominent in Kia's new campaign, "For One Month, Let's All Be Fútbol Fans." In the multi-platform dual-language effort, she seeks to convert fans of American football, baseball, racing and other sports to soccer — or as she whispers in the TV leg of the campaign, "Fútbol."
Kia Motors, an official global partner of FIFA in conjunction with the Hyundai Kia Motor Group, unveils the effort this week in time for the start of the World Cup, which runs June 12-July 13 in Lima's home country. It includes TV, print, digital, radio, POP and social media destinations including Facebook, Twitter, Instagram, Vine, Google+ and Pinterest.
A dedicated Web site includes links to TV spots, information about the World Cup and other Kia-World Cup activations.
In addition, Kia is the presenting sponsor of pre-match shows on ABC and ESPN.
The campaign supports Kia's Sorento and Optima.
Hyundai last week unveiled its own World Cup campaign, "Because Football."
"The reaction to Adriana Lima's appearance in 'Drive the Dream' was overwhelming," Michael Sprague, evp-sales and marketing for Kia Motors America, said in a statement. "And with the World Cup being staged in her home country of Brazil and her love for the game it was a natural fit to partner again and add a bit of glamour and humor to our 'fútbol' campaign."
Kia has unveiled four TV spots, three of which star Lima. The fourth, "Driveway," is a generic spot talking about Kia Motors, soccer and other things about home and family.
In "Lesson," Lima drives onto a high school football field, where a practice is in progress. She steps out of her Kia Optima in a short, tight dress and immediately gets the attention of the players and coaches. Putting one of high-heeled feet on a soccer ball and striking a pose reminiscent of Mrs. Robinson in The Graduate, she says, "In my country, this is fútboll."
"Sports Bar" finds Lima driving up to a local sports bar in her Kia Sorento and sauntering in wearing an eye-catching dress. She then switches the local music to a Brazilian Samba and switches the TV channel from auto racing to the World Cup. "Fútbol," she whispers.
Lima's conversion of fans in not limited to American football. In "Man Cave," she redesigns a guy's sports-themed garage hideaway from baseball and football to fútbol, including changing the channel from baseball to the soccer competition.
Lead agency is David & Goliath.
According to Sprague, "Soccer's popularity in the U.S. is growing rapidly and as official automotive partner of the World Cup we have a unique platform to showcase two of Kia's most popular vehicles to the sport's passionate and diverse fan base across the country,"
Other global FIFA partners include adidas, Coca-Cola, Emirates, Sony and VISA.
FIFA World Cup partners include Anheuser-Busch (Budweiser), Castrol, Continental, Johnson & Hohnson, McDonald's, Moy Park, OI and Yingu.
Hyundai Drives Marketing En Route To World Cup
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