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Kia has initiated a musical collaboration known as ‘A Good Vibe’. This project aims to highlight Kia’s vehicle lineup while promoting emerging musical talents. The latest installments in this upbeat series feature the musical duo of Kate Kim from California and Lee Radde from Minnesota. Together, they navigate a trendy urban setting in a Kia Rio5 and the new Kia Picanto, performing what Kia describes as “their sweet and upbeat tunes.” Although the Picanto sounds like it could be a tasty pizza topping, it’s actually a compact hatchback and will not be available in the US market.
In their performances, Kim and Radde sing two tracks, “I Don’t Wanna Go” and “Ode to Dreaming.” These songs are light and enjoyable, suitable as background music in settings like a pharmacy. They blend well with the overarching theme of the project dubbed ‘A Good Vibe.’ You can watch these videos and more on the Kia Motors YouTube channel.
The goal behind this advertising campaign is to position Kia cars as ideal vehicles for city living. In urban centers where car ownership is declining, largely due to the rise of ridesharing options, these advertisements aim to revitalize interest in the subcompact segment, which is currently facing stiff competition from crossovers and low gas prices. However, there’s a chance this could be perceived as just another uninspired attempt to appeal to millennials.
Additionally, some viewers may have noticed what seems to be a significant dent on the hood of the blue Picanto featured in certain scenes of the “I Don’t Wanna Go” video. It appears as if a basketball was dropped onto the hood, presenting an unfavorable image for Kia, especially as the brand is attempting to shed a previous reputation for inferior build quality.
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