There is a good soundtrack. You see flashes of an attractive man and woman. A helicopter shot follows an elegant car as it runs along a beautiful mountain trail. A pause Next, tell a car slogan.
There has never been much invention in automotive advertising. The only goal was to show the product and make it look ambitious.
But Kia's three-minute mini-film, "Peter Returns", seeks to change that with his innovative narrative approach.
You can see the video below:
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Based on JM Barrie's iconic fairytale Peter Pan, the ad casts Peter, Wendy and Tinkerbell as heroes trying to control automotive innovations from the clutches of a rich and evil tyrant named Hook.
In the middle of a stuck dystopia, car users are deprived of their right to new and better equipment companies like Kia have to offer thanks to Hook's greed. It's up to Peter, Wendy and Tink to change that with the help of Kia's concept car, either by using the intelligent windshield of their vehicle to help in the strategies or finally to overthrow their enemy with the help of a certain clock sound and a crocodile hologram  The result is a unique and intelligent twist in a classic tale, which helps illustrate the motto of the future vision of the "Boundless for All" brand, as well as demonstrate the rapid evolution of vehicle technology.
It's kinematic, no doubt (it's run by award-winning Philippe Andre) and it plays in the heart like any great movie. Do not sit in an abstract space, but use the technologies you are developing to tell a story that does not seem out of sync with blockbuster hits like "Ready Player One," which makes technology as attractive as the type "To Iron Man" he likes to evoke in his laboratory.
"Our goal was to convey the difficult technologies of the future in an easy to understand and friendly way through the fairy tale," says Kia. Peter Pan's argument was a perfect match for our project. "
What he really does is understand what most other car companies do not have: the importance of telling stories in modern marketing. ad blocking software and a weaned audience of the golden age of television and the spectacular entertainment of the big screen, simply show the product no longer works.
So instead to show the magic in development as Smart Pixel Light and Sound Focusing Technology, or intelligent health systems in the car and voice activated AI assistants, are woven into the plot of the story, giving the audience someone, and something, to root , instead of just seeing things on the screen. .
The automotive industry is at a crucial juncture in its history with the rise of autonomous driving, renewable energy and intelligent technology at the center of its ongoing transformation.
Meanwhile, the consumer also faces a bombardment of dramatic advances in future technologies, such as the Internet of Things, artificial intelligence, virtual reality and 5G.
Companies like Kia are starting to realize that to keep up with the pace, especially with a ca mpaign film brand, they must provide an experience similar to cutting the noise from social networks. That's why a campaign like Peter Returns is so effective (already accumulated hundreds of thousands of visits on YouTube) and so timely.
But above all, the film does what any major commercial needs: to show the current and future vision of the brand, as well as its USP, Kia's desire to challenge the status quo and passion for the innovation.
That they manage to do that while attracting an audience accustomed to watching television in excess or being dazzled by the state-of-the-art CGI, demonstrates how others could take this approach and adapt it to their own product.
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