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Kia Motors is launching its new campaign, a 90-second spot you’ll see on air during the NBA’s first game of the season. The commercial, directed by online producer Julian Smith, wants to highlight the slogan “Small Can Do Big” referring to its new 2018 Rio Subcompact.

“As the youngest mainstream car company in America, this new campaign is a metaphor for Kia’s key attributes – youth, innovative spirit and nimbleness. The concept of the musical orchestra, utilizing the Rio as the primary instrument, demonstrates the relentless attitude that took Kia to the top spot in the entire automotive industry in J.D. Power’s Initial Quality Study1 the past two years1,” said Saad Chehab, vice president, marketing communications, KMA.

“While the Rio has, and still does, represent a tremendous value, this all-new Rio gives car buyers so much more than any other offering in its class. The unbeatable combination of quality, style and performance coupled with our industry-leading 10-year limited warranty2 makes Kia today’s world-class automaker. And there are even bigger things ahead with the launch of the all-new 2018 Stinger just a few weeks away3.”

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