Kia Sorento Joy Ride

Kia has launched its first Super Bowl commercial, promoting the All-New 2011 Sorento, with a team of animated toys Sock Puppet Monkey, Muno, Robot, Mr X and Teddy Bear having fun in scenic locations including Las Vegas, bowling, jet skiing, making snow angels, riding the bull and soaking in the spa. Music is “How You Like Me Now” by UK band The Heavy.

Kia Toys

Click on the image below to play the Joyride Dream commercial in YouTube

The campaign is online at Kia Motors and includes a set of electronic fun cards featuring the famous five.

Kia Toys

Kia Toys

Kia Toys


The Sorento Toys campaign was developed at David & Goliath by chief creative officer David Angelo, executive creative director/art director Colin Jeffery, associate creative director/art director David Cuccinello, associate creative director/copywriter Napper Tandy, copywriter Linda Knight and executive producer/managing director Carol Lombard.

“Inspiration can come from anywhere,” said David & Goliath Executive Director Colin Jeffery. “This project was inspired by real life. Many of the people who worked on it are young parents including myself. This was an opportunity for us to share some of our favorite things with the world, Bla Bla Kids being one of them. We found the idea and our cast of characters sitting in the back of our cars. The idea was quite literally staring us in the face. We had a tough time deciding which Blabla to use in the commercial since everyone involved had their favorite. Mr. X came out tops. He fuses old world and new world perfectly. And he has an awesome top hat.”

Filming was shot by director Carl Erik Rinsch via RSA Films, Los Angeles, with executive producer Marjie Abrahams, producer Annie Johnson and director of photography Dariusz Wolski.

Editor was Paul Martinez at Arcade Edit with assistant editors Nick Rondau and Dean Miyahira. Colorist was Matt Turner at Company 3.

VFX were produced at Asylum

Audio was produced by Robert Feist at Ravenswork.

Mr X is a toy produced by Bla Bla Kids. Muno is a character from the Nickolodeon Jr show Yo Gabba Gabba!.