Credibility. It's a big deal. Especially when you're trying to get people to embrace a new concept. Like Kia making a different type of car.
And that's where details matter. Kia wants you to believe they've built an extraordinary near-luxury sedan. They want you to believe the woman driving the car is going to her 20th high school reunion. Which would make her 38. Two years shy of 40. Her name is Teresa Moore, she's a supermodel and she's a lot closer to her 20th birthday than to her 20th high school reunion. There's a reason you didn't notice her in high school. She was across town in day care.
There's another version of the ad that uses mainly the night driving shots and blurbs from reviews including one from CNET that says "The Cadenza proves Kia can do luxury." Okay, CNET said that (at least in the headline of its review). But it's hype.
Both those things are small in the world of advertising, but it's especially a shame to see them related to the Cadenza because the Cadenza should be viewed and promoted as what it is...an amazing achievement in large family cars, a compelling competitor to the new Chevrolet Impala, Toyota Avalon, Ford Taurus, Nissan Maxima and Hyundai Azera.