Robot Becomes Jealous of Kia EV

Kia’s new EV campaign from Innocean Australia imagines a near future where humanoid robots are everyday family members, until a new all electric Kia EV arrives and becomes the most advanced piece of tech in the house. The work positions Kia’s growing EV range as so sophisticated it sparks jealousy among machines themselves, led by Roger, a chore loving robot who goes off program when faced with the tech loaded EV5.

As the story unfolds, Roger is not alone. Another robot becomes so enamored with the new all electric EV4 sedan that he attempts to copy it, even repainting himself in the same Yacht Blue color. The playful narrative explores whether these robots can accept being outclassed, or whether their envy will land them in council cleanup, all while highlighting Kia’s expanding electric lineup.

Launched January 18, the campaign includes a 60 second hero film, multiple 30 second spots, OOH and social, and coincides with Kia’s 25th year sponsoring the Australian Open. According to Innocean and Kia Australia, the goal was to showcase the brand’s advanced EV technology in an entertaining, human way, using humor and character rather than technical specifications.