A slice of Y2K Americana in the spring of 1999...

http://infoseek.go.com/Content?arn=BW0054-19990430&qt=kia&sv=IS&lk=noframes&col=NX&kt=A&ak=news1486

Kia Parodies Y2K Frenzy; Spring Campaign Laughs in the Face of Fear

09:00 a.m. Apr 30, 1999 Eastern

IRVINE, Calif.--(BUSINESS WIRE)--April 30, 1999--Recognizing the Y2K issue is one ripe for satire, Kia Motors America and its advertising agency, Goldberg Moser O'Neill, will introduce a national advertising campaign promoting Kia dealers' May sales event by poking fun at the hysteria created by the Y2K phenomenon.

Claiming that "Y2K" is an acronym for "Yes to Kia," the campaign advises consumers not to worry about imminent disaster as the millennium turns, but to say "yes" to a new Kia Sephia or Kia Sportage vehicle.

The campaign consists of two television spots, a series of print ads and dealer point-of-sale material, each boldly emblazoned with Y2K. Both television spots feature a Kia spokesman checking out how Americans are preparing for the predicted disaster.

In "Bomb Shelter," he comes upon a couple hunkered down for the ordeal in their own bomb shelter. Surrounded by pickled eggs, kilos of toilet paper, potted meat and breath spray, the spokesman tells them that Y2K really means "Yes to Kia," and they should get down to their local Kia dealership and get a good deal on a Sportage.

In "Bank Run," hundreds of depositors are milling about a bank, waiting to withdraw their money before a computer glitch leaves them penniless. The same Kia spokesman tells them "everything's fine" down at their local Kia dealership where a good deal on a Sephia is waiting for them.

The campaign will break on April 30 and run until June 1. Television will include broadcast and cable network buys and spot buys in more than 75 markets. Ads tied into dealerships will run in 225 local newspapers, supplemented by a three-page, four-color unit in USA Today.

"The Y2K campaign is another example of our irreverence," Dick Macedo, Kia executive vice president of marketing and sales, said. "The only thing we really take seriously is the value we provide to our customers. It's an attitude both our customers and dealers have responded to."

GMO's Chairman and CEO Fred Goldberg commented, "We've taken a broad and well-publicized global event and turned it on its ear. The Y2K issue is full of intrigue, suspense and fear. The advertising makes it humorous and familiar. People are ready for the worst, and Kia -- demonstrating its reliability once again -- has solved a bit of it for them."

The GMO creative team for the television spots included Bernie Hafeli, copywriter, and Tom Tawa, art director. Agency producer was Catie Williams. Production house was Straw Dogs. Neil Burger directed. "Everybody is going to try to own the millennium," campaign creative director Jim Noble remarked.

"And when everybody zigs, Kia zags. No one but Kia has the gumption to try to own Y2K, which is turning out to be as big a deal as the millennium. So we decided to take the idea, run with it and have a little fun."

Kia Motors America is the U.S. sales, marketing and service arm of Kia Motors Corporation in Seoul, Korea.

Goldberg Moser O'Neill is an award-winning, San Francisco-based advertising agency that currently posts over $500MM billings level. Other roster GMO clients include Beringer Estate Wines, Cisco Systems, Coca-Cola Company, Dreyer's Grand Ice Cream, LucasArts Entertainment Company, Micron Electronics and the Monterey Bay Aquarium.

Copyright 1999, Business Wire

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-- Kevin (mixesmusic@worldnet.att.net), May 01, 1999

Answers

The ad I saw was rather funny.

Regards,

-- Mr. Decker (kcdecker@worldnet.att.net), May 01, 1999.

Amusing item to note. Kia diesel engines are used in the smaller models of Catapiller's Olympian brand generator sets. Gee I wonder if their sales are up?

-- Ken Seger (kenseger@earthlink.net), May 02, 1999.

And no one has mentioned the possibility that the government was behind this ad campaign as a form of spin in order to quell public fear.

At least not until now.....

-- J (jart5@bellsouth.net), May 02, 1999.

I saw both of those KIA ads the other night. I thought if Y2K turns out to be terrible, they'll probably have a lot of law suits on their hands. People will take KIA's commercial as the gospel, that Y2K is okay. I don't believe people are "ready for the worse" as Fred Goldberg, CEO stated.

I've also seen some other interesting spots on TV regarding Y2K.

On "Mad About You" last week, Paul claimed to have found the solution to Y2K and was going to fix everybody's computer through the internet. He gathered his friends and wife to watch as he was about to send his program over the internet. When he hit the enter key, his PC blew up.

My daughter was watching "Beverly Hills 90210" and Steve Sanders was shown stockpiling food and supplies. He was chastized by his friends for hoarding.

And this weekend in commercial spots, TNT was showing some guy interviewing different people regarding Y2K. In one spot, the guy interviewed a banker. The interviewer asked the guy "isn't it true that the Fed is printing an addtional $50 billion to put into circulation?" They banker replied yes. Then the interviewer asked him what would happen to the economy after that $50 billion was in circulation. The banker replied that he didn't want to comment on that!

I'm sure we'll be seeing more Y2K-related spots on the TV.

-- Angelface (lurking@around.com), May 02, 1999.

Also see this at Kia's Web site:

http://www.kia.com/y2k.html

-- Kevin (mixesmusic@worldnet.att.net), May 16, 1999.

It turns out some bankers aren't happy with Kia's ad...

http://www.ocregister.com/business/kia014w.shtml

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Bankers not laughing at Kia's Y2K ad

May 14, 1999

By CHRIS KNAP

The Orange County Register

Bankers aren't known for their sense of humor, and here's Exhibit A:

The American Bankers Association is insisting that Irvine-based Kia Motors America pull one of a series of advertisements that spoof millennium panic.

The offending ad shows a group of frantic people lining up to withdraw their money from a bank. Kia's spokesman, as in all the ads, assures them that "Y2K" actually means "Yes to Kia" and what they really should do is line up at their Kia dealer for a new Sportage.

The ads, created by Goldberg Moser O'Neill, also portray a couple in a bomb shelter.

Monica Miller, a spokesman for Kia, said the company has sent letters to the bankers and to federal regulators assuring them the spot is not meant to create panic. But she said Kia has no plans to pull the ad.

"It's like, you know, it's a joke, people," Miller said. "But you know those bankers."

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-- Kevin (mixesmusic@worldnet.att.net), May 18, 1999.

"It's like, you know, it's a joke, people," Miller said. "But you know those bankers."

Fer shure, Ms. Miller, we, like, you know, do know bankers. And no doubt those bankers, like, know a few lawyers...

Coming soon: a new Kia campaign which takes an irreverent look at refugees fleeing Kosovo.

-- Mac (sneak@lurk.hid), May 18, 1999.