In a marketing effort to promote the 2018 Kia Rio, the car company recruited a group of musicians, producers, percussionists and DJs to create a beat using the car as a musical instrument. The creative commercial aimed to reinforce the brand's slogan, "The Small Car That Can Do Big Things." Using the noise of a revving engine, the car's doors, window shield wipers, locks and turn signals, the group of musicians successfully created a dynamic sound that embodied Kia's philosophy, of big things coming in small packages.
Kia, the youngest mainstream car company in America, used this 90-second ad spot to demonstrate its values of "youth, innovative spirit and nimbleness" to a more youthful and like-minded demographic.
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