Kia to pitch Sorento in Super Bowl
 | Sprague: Hints at TV spot’s message |
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LOS ANGELES -- Kia's 60-second TV spot during the Super Bowl Feb. 3 will pitch how the 2014 Sorento helps parents deal with the challenges of family life.
The commercial, scheduled for the game's fourth quarter, will be the second TV spot in a new campaign for the Sorento, Kia's No. 2 seller last year.
The crossover was re-engineered for the 2014 model year. It arrives in showrooms in the first quarter.
A 30-second spot titled "Tight Space," which is being broadcast now, shows a dad squeezing the Sorento into a tight parking spot by activating the vehicle'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 vehicle and closes the automatic rear liftgate with a touch of his key fob.
The "campaign offers a fun, lighthearted 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.
Kia kept details about the campaign's Super Bowl spot under wraps, but in the statement, Sprague hinted at the big game's ad message.
He said the commercial will "present an answer to an age-old question that has left generations of parents stuttering and searching carefully for words to help them escape an awkward yet truthful situation."
Kia's ad agency, 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.
You can reach Ryan Beene at rbeene@crain.com. -- Follow Ryan on 
