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SBD Global/June 10, 2014/Marketing and Sponsorship

Kia Signs On Brazilian Model Adriana Lima For Fútbol Pitch To American Market

Kia Motors America has teamed with Brazilian supermodel Adriana Lima ahead of the World Cup for a dual-language marketing campaign titled "For One Month, Let’s All be Fútbol Fans." The initiative includes TV, print, digital, social, point-of-sale and radio components. Kia will serve as the presenting sponsor of pre-match shows on ABC and ESPN, which marks the second time the brand and Lima have teamed up following her role in '12’s "Drive the Dream" Super Bowl commercial. The three 30-second ads were created by David & Goliath and are available now at Kia.com/FIFA, and will make their broadcast debut when group play begins on Thursday. Beyond the English- and Spanish-language versions of the spots, additional footage and content is available at Kia.com, and campaign extensions include elements on Facebook, Twitter, Instagram, Vine, Google+ and Pinterest (Kia Motors America). PAULTAN's Anthony Lim wrote football "may be the greatest game on the planet and adored by billions, but it remains very much a fringe sport in North America, where it’s given the second-rate tag of soccer." Kia "has drummed up three commercials in an attempt to change that" (PAULTAN, 6/9). AUTOEVOLUTION's Andrei Tutu wrote Kia's ads "would probably turn a robot" into a football fan. The World Cup is being held in Brazil, so people "are going to say that is why Lima was selected for this ad." Well, "perhaps they are right, but does that really matter?" (AUTOEVOLUTION, 6/9).
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