# Musical Car Campaigns The 2018 Kia Rio is Used as a Musical Instrument in This Ad By Ell Smith | Published 2017-10-19 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/2018-kia-rio References: [psfk](https://www.psfk.com/2017/10/performers-turn-kia-car-musical-instrument.html) & [kia](https://www.kia.com/us/en/content/vehicles/upcoming-vehicles/2018-rio) In a marketing effort to promote the 2018 [Kia](https://www.trendhunter.com/trends/2027-telluride-suv) Rio, the car company recruited a group of [musicians, producers, percussionists and DJs](https://www.trendhunter.com/trends/toyota-x-the-wiggles) to create a beat using the car as a musical instrument. The [creative commercial](https://www.trendhunter.com/trends/electric-capri) 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. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 60% | Activity: 72% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Interactive Advertising:** Utilize interactive elements in advertisements to engage and captivate audiences. - **Creative Marketing Techniques:** Explore innovative ways to promote products and reinforce brand messaging. - **Sound Integration in Branding:** Incorporate sound elements to enhance brand identity and create memorable experiences. ### Where This Applies - **Automotive:** Leverage technological advancements to create unique and engaging automotive advertising campaigns. - **Music and Entertainment:** Collaborate with musicians and DJs to create sound-based marketing campaigns that resonate with audiences. - **Advertising and Marketing:** Experiment with unconventional marketing techniques to stand out in a competitive landscape. ## Related on Trend Hunter - [New Year-Focused Car Campaigns](https://www.trendhunter.com/trends/2027-telluride-suv.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Dynamic Auto Marketing Campaigns](https://www.trendhunter.com/trends/auto-marketing-campaign.md) - [Piano-Centric Campaigns](https://www.trendhunter.com/trends/kawai-pianos.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [African American-Inspired Auto Campaigns](https://www.trendhunter.com/trends/What-in-the-Frunk.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Cheeky Auto Campaigns](https://www.trendhunter.com/trends/he-got-money.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md)