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 satisfying.

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.



Advertiser
Advertiser Profiles
Mood
Active
Actors - Add
Izzie Galanti ... little girl, Reece Rios ... Dad, Artt Butler ... Voice Over)
Animals
Agency
Initiative (Agency), David&Goliath (Creative Agency), Canvas Worldwide (Media Agency)

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