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

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