The campaign will hit 18,000 movie screens nationwide on Friday, Aug. 30, and other elements include billboards, digital, social media and experiential pushes.
Kia has been investing heavily in marketing and was a standout performer during the recession -- though growth could be stalling now. Kia's U.S. sales through July fell 3 percent from the same seven months last year to 326,355 vehicles. Soul sales dropped 1 percent to 73,191 units.
Kia was on Advertising Age's list of top 10 fastest-growing ad spenders last year, jumping 27 percent to $637 million in the U.S. alone. Advertising Age is an affiliate of Automotive News.