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Kia kicks off 2015 with brand campaign focused on 'premium feel'

Car brand Kia has launched a new campaign with the strapline, "you make us make better cars" as it seeks to create a "premium feel".

The 60 second ad, which aired last night (7 January), was created by Innocean Worldwide UK and production company Bare Films and aims to show consumers "how it feels" to drive a Kia car.

The ad will air in a 30" format from 15 January and is supported by an integrated campaign including digital, social and print.

It depicts "real drivers "describing what they want from their car, including one woman who says she looks for the 'wind in my hair' feeling.

The ad, Kia claimed, has a "premium feel" and is designed to communicate the brands "quality, reliability, design and technology", positioning it as a value brand.

"We were keen to... create an engaging, emotive advert that really shows what the nation wants from their car," said Mark Hopkins, marketing director.

"When a customer purchases a Kia it very much becomes part of their life, and the range of needs illustrated in the advert reflects what it means to be a Kia owner in 2015."

The print campaign features a bulldog that enjoys driving with his owner and two young children who want their Kia to transform them into superheroes.