Russell Wager, Kia America’s vice president of marketing, explained in a statement to PR Newswire that Kia’s 2024 commercial “Perfect 10” is “a heartwarming story about the power we all have inside of us, the power to make someone smile.” When creative agency David&Goliath designed the ad, their team decided to pivot from focusing on the technical capabilities of the vehicle and delve into the power of creating an emotional response.
Once audiences have dried their eyes after watching the commercial, Kia has an interactive way to connect with the ad. The auto manufacturer is encouraging fans to go on TikTok to have their own special interaction with the grandfather from the commercial. Using TikTok’s duet feature, they can share a personal success story as the grandfather cheers them on in split screen. For users looking for video ideas, Kia has eight online influencers to provide sample duets. These examples include baking, painting, or even pretending to ice skate inside their house.
Viewers who need to take a breath and seek out a more lighthearted moment can rewatch the TikTok commercial while waving their phones around to create a snow globe effect.