Kia Parodies Y2K Frenzy; Spring Campaign Laughs in the Face of Fear
30 April 1999
Kia Parodies Y2K Frenzy; Spring Campaign Laughs in the Face of Fear
IRVINE, Calif.--April 30, 1999--Recognizing the Y2K issue is one ripe for satire, Kia Motors America and its advertising agency, Goldberg Moser O'Neill, will introduce a national advertising campaign promoting Kia dealers' May sales event by poking fun at the hysteria created by the Y2K phenomenon.Claiming that "Y2K" is an acronym for "Yes to Kia," the campaign advises consumers not to worry about imminent disaster as the millennium turns, but to say "yes" to a new Kia Sephia or Kia Sportage vehicle.
The campaign consists of two television spots, a series of print ads and dealer point-of-sale material, each boldly emblazoned with Y2K. Both television spots feature a Kia spokesman checking out how Americans are preparing for the predicted disaster.
In "Bomb Shelter," he comes upon a couple hunkered down for the ordeal in their own bomb shelter. Surrounded by pickled eggs, kilos of toilet paper, potted meat and breath spray, the spokesman tells them that Y2K really means "Yes to Kia," and they should get down to their local Kia dealership and get a good deal on a Sportage.
In "Bank Run," hundreds of depositors are milling about a bank, waiting to withdraw their money before a computer glitch leaves them penniless. The same Kia spokesman tells them "everything's fine" down at their local Kia dealership where a good deal on a Sephia is waiting for them.
The campaign will break on April 30 and run until June 1. Television will include broadcast and cable network buys and spot buys in more than 75 markets. Ads tied into dealerships will run in 225 local newspapers, supplemented by a three-page, four-color unit in USA Today.
"The Y2K campaign is another example of our irreverence," Dick Macedo, Kia executive vice president of marketing and sales, said. "The only thing we really take seriously is the value we provide to our customers. It's an attitude both our customers and dealers have responded to."
GMO's Chairman and CEO Fred Goldberg commented, "We've taken a broad and well-publicized global event and turned it on its ear. The Y2K issue is full of intrigue, suspense and fear. The advertising makes it humorous and familiar. People are ready for the worst, and Kia -- demonstrating its reliability once again -- has solved a bit of it for them."
The GMO creative team for the television spots included Bernie Hafeli, copywriter, and Tom Tawa, art director. Agency producer was Catie Williams. Production house was Straw Dogs. Neil Burger directed. "Everybody is going to try to own the millennium," campaign creative director Jim Noble remarked.
"And when everybody zigs, Kia zags. No one but Kia has the gumption to try to own Y2K, which is turning out to be as big a deal as the millennium. So we decided to take the idea, run with it and have a little fun."
Kia Motors America is the U.S. sales, marketing and service arm of Kia Motors Corporation in Seoul, Korea.
Goldberg Moser O'Neill is an award-winning, San Francisco-based advertising agency that currently posts over $500MM billings level. Other roster GMO clients include Beringer Estate Wines, Cisco Systems, Coca-Cola Company, Dreyer's Grand Ice Cream, LucasArts Entertainment Company, Micron Electronics and the Monterey Bay Aquarium.