2010 Automotive News All-Stars

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ADVERTISING: Michael Sprague

Vice president of marketing, Kia Motors America

Sock monkey's big game: With the Kia brand capturing a bigger share of the U.S. market, it was time for Kia Motors America's first Super Bowl spot. That's a big chunk of change. But Sprague, 45, and ad agency David & Goliath spun a good-hearted tale of the secret life of a sock monkey and his posse of children's toys. For the big game telecast in February, the toys' bowling, snow-frolicking, Vegas-crawling lifestyle was an ideal showcase for the new 2011 Kia Sorento SUV. By spring, the New York auto show named Kia best auto advertiser.