Innocean releases brand film of Kia Sportage’s 30th anniversary

Innocean, a Hyundai Motor Group-affiliated advertising agency, has rolled out a brand film to mark the 30th anniversary of Kia Corp.'s Sportage, the company reported on Tuesday.

The brand film, a joint effort between Innocean and Kia, is designed to capture the enduring influence of Sportage's brand ethos on the global sports utility vehicle (SUV) scene. The Sportage was first launched in 1993 and pioneered a new SUV category as the world's first urban sports SUV.

Adding a touch of nostalgia and cultural significance, the film features "Anyhow Song" by Seo Tai-ji and Boys, a pivotal track released in the same year as the Sportage that transformed the K-Pop music landscape. This selection encapsulates the film's central theme of a "movement that changed the board and pioneered a new genre", according to Innocean.

The film also employs cross-cut editing between dynamic tunnel driving scenes and driving performance sequences to capture and convey Sportage's enterprising identity intuitively.

Write to Hyung-Kyu Kim at khk@hankyung.com