Ok, it’s Monday. Bear with me as I rant about a meaningless item I ran across during my morning commute.
As I sat down to relax on the metro and browsed through Real Simple magazine’s May issue, I came across this double page KIA ad that made me upset:
What a weird concept: Slap a new silver car with a background that looks like Chichen-Itza, add a Latino looking dude in pseudo-Maya Indian looking gear and hope it sells cars to women in the 18-49 demo, right?
Why should I even care, you ask? No es para tanto, nobody reads print ads anyway, right?
Well I do, and I am irked that some anglo copywriter and agency creative, who clearly has no clue about the Mayan culture or whomever they were trying to represent, used some generic crappy wordplay to convey an absurd message:
“This ancient chief could have asked the gods for absolutely anything. As you can see, he chose the all new 2011 Kia Optima…it makes perfect sense.”
Hmmmm, the “chief” asked the gods for this? Obviously they’ve never been to Tulum, Chichen Itza, or Uxmal. The Ad Agency who produced this doesn’t know of the brilliance and mystical wisdom that characterizes the Mayan civilization. Scientists, writers, astronomers, architects, math geniuses… they were advanced beyond our comprehension. But noooo, that’s not important. According to KIA, what they really wanted was a car.
Another thing, KIA probably spent more on this 2 page spread in a magazine than what they care to allocate to their Hispanic media spending budget. Si supieran que we would probably be interested in this brand sólo por el price point if we knew more about it. We like and buy Honda, Toyota, Nissan. But Kia, nah, not so much.