A man drives his white 2014 Kia Optima as he rushes home to make in time to deliver a new goldfish to swap with the one his daughter's deceased pet fish before she even notices.
iSpot Review — October 18, 2016
Kia dips into the tried and true
story well of kids and their dead fish. Fortunately, the TV commercial packages
the rather common creative idea in a way that lets it feel fresh and
The clever notion here was to give
the dad-turned-hero and the car some love early in the execution. The opening
sequence is all about the dad, the driving and the exciting musical score.
Dad's in a race and the new fish is riding shotgun.
The singers belting out with the
musical score chant for the safe arrival of the fishy-friend. It is intended to
add a layer of interest and frivolity to the opening. This approach can be
distracting, but if it helps advance the story in a more creative way, it is
often worth the risk.
Viewers likely know the punchline
- Dad replaces kid's fish before kid realizes it - ahead of schedule, but that
could help focus attention on the details of the scene playing out. In that
case, the fist-pump payoff between Mom and Dad is a satisfying close to the
excitement. In the end, Kia want viewers to give the brand and car some credit
with helping Dad come to the rescue.