Kia's Super Bowl spot will pitch the Sorento
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LOS ANGELES — Kia will return to the Super Bowl with a 60-second spot in the fourth quarter featuring its 2014 Sorento crossover.
The spot will be the second TV commercial in a new campaign for the Sorento, Kia's No. 2 seller last year.
The crossover was re-engineered and freshened for the 2014 model year. It arrives in showrooms in the first quarter.
The campaign pitches the way the Sorento's features can help parents deal with the challenges of family life.
A 30-second spot entitled "Tight Space," which is being broadcast now, shows a dad squeezing the Sorento into a tight parking spot by activating the Sorento's optional power folding side mirrors. Then, because there's no room to open the driver's side door, he climbs out the back of the car and closes the automatic rear-lift with a touch of his key fob.
The "campaign offers a fun, light-hearted look at the human truths parents face every day while showcasing the features and technologies that can provide assistance," Michael Sprague, executive vice president of marketing for Kia Motors America, said in a statement today.
Kia kept details about the campaign's Super Bowl commercial under wraps, but in the statement, Sprague hinted at the big game's ad message.
He said the Super Bowl commercial will "present an answer to an age-old question that has left generations of parents stuttering and searching carefully for word to help them escape an awkward yet truthful situation."
Kia's agency of record, David & Goliath of El Segundo, Calif., created the commercials.
The 2014 Sorento rides on a new platform, and Kia says that more than 80 percent of the vehicle's parts are new or significantly redesigned.
Changes include new front and rear fascias, an overhauled interior and an optional all-aluminum gasoline direct-injection V-6 that produces 290 hp and 252 pounds-feet of torque. c
You can reach Ryan Beene at rbeene@crain.com. -- Follow Ryan on 
