The world's most popular sport will take center stage during the 2014 FIFA World Cup Brazil, and with viewership expected to reach new heights, Kia Motors America (KMA) is harnessing the energy and passion for the quadrennial event and the star power of supermodel AdrianaLima for a dual-language marketing campaign titled "For One Month, Let's All beFtbol Fans." The initiative, which includes TV, print, digital, social, point-of-sale and radio components as well as Kia serving as the presenting sponsor of pre-match shows on ABC and ESPN, marks the second time the brand and Lima have teamed up following her memorable role in 2012's "Drive the Dream" Super Bowl commercial.
In "For One Month, Let's All be Ftbol Fans," the 2015 Optima midsize sedan and Sorento CUV deliver Lima to a football field, a man cave and a local watering hole to whip non-soccer fans and gets them excited for the month-long World Cup. The three 30-second ads were created by David & Goliath and are available now for viewing at Kia.com/FIFA, and will make their broadcast debut when group play begins on June 12. Beyond the English- and Spanish-language versions of the spots, additional footage and content is available at Kia.com, and campaign extensions include elements on Facebook, Twitter, Instagram, Vine, Google+ and Pinterest.
"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," said Michael Sprague, executive vice president of sales and marketing, KMA. "The reaction to Adriana Lima's appearance in 'Drive the Dream' was overwhelming, 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 'futbol'campaign."