Dads are in for a treat as Kia launches Next Gen Sorento with ‘Fathertism’ campaign via Innocean
Kia and Innocean Australia introduce FATHERTISM. The practice of kids giving unfair preferential treatment to Dad because he bought the Next Gen Kia Sorento.
The series was directed by Nick Ball via Finch.
The campaign includes FTA and STV, online, outdoor and Social media.
The Next Gen Sorento can be seen at the 2012 Australian International Motor Show.
The campaign also includes an online competition giving people the chance to 
win a new Kia Sorento.
Agency – Innocean Worldwide Australia
Creative Director, Scott Lambert
Copywriter, Yanni Pounartzis
Art Director, Mike Lind
Head of Broadcast, Tania Templeton
Planning, Susan Oliver
Group Business Director, Simon Hornery
Business Director, Janine Allan
Production Company – Finch
Director – Nick Ball
Producer – Camilla Dehnert
Executive Producer- Karen Bryson
Executive Producer/MD Rob Galluzzo
DOP – John Toon
Editor – Peter Sciberas
Online – Method
Audio Post Production – Song Zu
Music Composition – Antony Partos
Media Planning & Buying – Initiative Media
Social Media – We Are Social
Client – Kia Motors Australia
National Marketing Manager, Steve Watt
Brand and Advertising Manager, Gerrit Walters
26 Comments
Saw this last night and thought, what a great idea but so badly executed…. Awful.
funny!!! nice take on this category
Someone’s been watching too many VW ads
disagree! this is very nicely executed.
I disagree too. I especially like Dad’s performance. Nice one Yanni.
An Australian car ad that made me laugh – for once, for all the right reasons.
What a load of self indugent crap.
Is there a 30 of this thing? Or do we have to watch the same badly executed idea over and over again.
I liked it 🙂
seriously this is so indicative of what’s wrong with Australian ads. It’s so long, it’s not funny. It’s so badly directed.
Stop making stupid unfunny stupid adverts Australia. No one cares
Finally finally FINALLY a funny Australian car ad!! Well done!! Youve nailed family life!!
Good stuff. Best thing to come out of Innocean I reckon.
Agree, self indigent crap as per usual.
3.12
You didn’t do very well in English did you? Maybe hold back on the nasty comments until get that sorted.
Liked it. Nice idea, nicely done.
Hey 3.12pm… you’re obviously intellectually indigent; consult a dictionary before you post your inane and valueless tripe.
there are clearly some very talented people involved on this project. John Toon has an oscar and I don’t doubt that young Peter will be up for one soon. So the fault has to lie with production. so many bad choices, casting, shot selection, music.
The production company must shoulder some of the blame allowing it to veer so far from what should have been a simple 30 second ad.
I don’t understand the self indulgent (or indigent?) comments. I think this is really nice. Great insight. I hope the fathertism thing gets pushed further than just TV.
My only issue is the second spot seems like a separate thought – the link to fathertism is weak in execution. I also thought mum’s are the decision makers when it come to buying cars? … my experience on working on car brands anyway.
But ignore the uneducated haters, the general public will love these. Well done all involved.
@ other production companies are available
Big statement. Can you kindly direct us to your last piece of work. Feel free to post a link here.
Dear, “other production companies are available”
Get a life.
Who gets on here and slams a production company like that? You sad pathetic human being.
I’m embarrassed and appalled people like you work in the same industry as me. And if you know peter well enough to know how talented he is, then I’m embarrassed I might have actually met you.
Everyone on this list are lovely, talented people who have collectively made a pretty funny campaign. They haven’t killed a child.
Please direct us to your body of work so we can critique it. I’m sure it’s bloody marvellous.
Just goes to show how much jealous there is in this industry.
The 45 is the one. Had the right shots in the right places. The rest of what made up the longer form spots should have been left on the cutting room floor.
Enter the 45.
I think that I just may have stepped in some dogs poop.
Agree with yikes.
Lets face it. This is rubbish and anyone that chooses to lauds it, should probably move on and out of this industry.
Think I’ll go now and invent another stupid ‘non’ word to wow the client.
It doesn’t make me feel good about the car or the brand. A competitive mum and dad vying for their kids’ attention, a mother made an outcast by her family and subsequently losing her mind, just feels wrong. I appreciate they’re trying to be edgy but in this case it has cost them warmth and charm.
I don’t want to add to the negativity but I have to agree with some of the above comments and I can’t help but wonder what the ad is really trying to tell me. It kind of leaves me thinking, why the mum isn’t allowed to drive the Sorento? Surely she could take the kids out for a road trip leaving dad at home to clean up and make cup cakes. And why is the dad playing the kids against their own mother, his wife? It all feels a bit sinister, misogynistic and the dad comes across as plain creepy. Sorry.
Like it, funny. Will have to go and take one for a test drive!
I agree with Poor Mum.
And in my house, I choose the car. Currently in market for an SUV. I won’t be buying this.