Cannes Lions
FINCH, Sydney / KIA MOTORS / 2013
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Kia has coined a new word – Fathertism – in a new campaign for its Next Gen Sorento car. Led by a TV commercial, the campaign sees a mother struggle to gain her children’s affection after they give preferential treatment to their dad because he bought a new Kia Sorento – hence the word, fathertism.
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