With self-quarantine still being performed in many parts of the world, marketing cars just got a little harder. After all, who would want to drive when you need to stay at home, or can't even hire actors or actresses for your ads, for that matter?
Fortunately, KIA has decided to feature their Forward Collision-Avoidance Assist technology with the one thing all of us will love: dogs! Check out the print ad below:
The premise of the ad is simple: every millisecond counts when you are on the road, and one slight delay may cause a major accident for you. The ad itself portrays the lovable dogs in motion, missing the perfect moment of grabbing their toys by mouth.
The milliseconds are also a symbolism of something much bigger than just a dog running to get its toy: precision. Without precision of the brakes, you will always miss the mark. Like KIA's slogan (The Power to Surprise), the ad seamlessly combined two completely unrelated analogies together.
If this ad doesn't get you to 'wow' silently, then I don't know what will!
Name: Slow Dogs
Client's Name: KIA
Chief Creative Officer: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Executive Creative Director: Bruno Oppido
Associate Creative Director / Art Director: José Filipe Gomes
Associate Creative Director / Copywriter: Pedro Lourenco
Creative Intern: Frederico Livi
Creative Intern: Apaar Singhal
Photographer: Andrey Ershov
Photographer: Sarah Waldo
Photographer: Zé Anderson
Post-Production: Moreira Estudio
Art Buyer: Martina Teuchnerova
Business Director: Alessia Bellini