Kia Has Fun With Life-Size Children's Characters

IRVINE, CA--June 17, 2011: After making a memorable debut during the 2010 Super Bowl, Kia Motors America's (KMA) colorful cast of life-size children's characters are back for another series of adventures in two new 30-second spots for the 2012 Sorento CUV. Titled "Joyride 2," the ads reunite Muno (from YO GABBA GABBA!, the award-winning series created by Christian Jacobs and Scott Schultz and which is produced by The Magic Store and W!LDBRAIN Entertainment) with In My Own Dream Studio's Sock Monkey character (Fox River Mills, Inc.), MR. X (BLABLA KIDS Collection) and a vintage robot and a teddy bear for a memorable summer road trip that includes skydiving, line dancing, a trip to the beach and a fishing expedition. Along the way, the characters interact with the locals -- including one very angry bear -- and take a spin in the updated 2012 Sorento which now offers class-leading horsepower(1) and fuel economy(2) with the addition of Gasoline Direct Injection (GDI) technology and several new modern amenities such as Kia's new UVO powered by Microsoft®(3) hands-free infotainment and communications system.

"The Sorento has been Kia's best-selling vehicle in the U.S. every month since arriving in showrooms in January 2010 thanks in large part to the immense popularity of the original 'Joyride Dream' campaign which exceeded our expectations, significantly raised awareness of the Sorento and the Kia brand as a whole, and continues to bring new and more affluent consumers into our showrooms," said Michael Sprague, vice president of marketing & communications, KMA. "In just its second model year, the 2012 Sorento delivers significant performance and efficiency improvements as well as new convenience features that meet the ever-changing needs of today's consumers, and bringing back the popular 'Joyride' crew allows us to continue our momentum in a fun and entertaining way."

Like the original, "Joyride 2" was created by David&Goliath, KMA's advertising agency of record, and speaks to young couples that are entering a new life stage with new responsibilities but still want the fun and adventurous lifestyle. The first unique spot begins airing today, and will be followed by the second ad in July.

Music has played an important role in all of KMA's marketing campaigns since the launch of the funky Soul urban passenger vehicle in 2009, and the soundtrack for "Joyride 2" features the song "Red Light Love" by Those Darlins, who was recently named a "Band to Watch" by Rolling Stone.

The new spots continue the relationship forged between Kia Motors and YO GABBA GABBA! following Muno's appearance in the original "Joyride Dream" commercial. The successful live tour YO GABBA GABBA! LIVE: Let's Dance Presented by Kia Motors kicks-off another 50-city North American Tour this September.

Production of the 2012 Sorento is underway at Kia Motors Manufacturing Georgia, the brand's first U.S. plant in West Point, Georgia*. In its second model year, the CUV now offers class-leading horsepower (191hp) and fuel economy with the GDI four-cylinder engine delivering up to 32 miles per gallon on the highway. Also new for the 2012 model year are power-folding mirrors, memory seat/power passenger seat, ventilated driver's seat and heated and wood trim steering wheel.

* Assembled in the United States from U.S. and globally sourced parts

Since its launch in 2010, the Sorento has earned an impressive list of awards and accolades, including: "Best Family Cars of 2011" by Edmunds.com and Parents magazine, "Top 10 Cars for 2011" by Kelly Blue Book's kbb.com, "Ten Most Improved Cars of 2011" by MSNBC.com, and earned a Consumer Guide Automotive "Best Buys" award. The Sorento was also designated a "Top Safety Pick" by the Insurance Institute for Highway Safety (IIHS).