Kia adapts pioneering ideas with pioneering affordability. The launch campaign put the Forte among screens of other people's inventions, with a voiceover that gives the credit away: "We didn't invent the engine. We weren't the first to have the need for speed." The point lands on the car instead, which comes with Bluetooth and satellite radio as standard, features normally reserved for larger and pricier cars.
The campaign ran across TV, print, outdoor, digital and social for David + Goliath, and Tarsem directed out of @radical media.