Kia's Slick New Sorento Won't Get You Lost in Surreal Film 'One of Us'

How do you sell Kia's connectivity features? With a hippie, a roller girl and a skeleton dog, of course. The new Sorento is Kia's most complete car to date. It's powerful, comfortable, safe, hybrid and now...fully connected. With features such as Find my Car and VoiceRecognition, the UVO CONNECT app makes sure drivers are always in touch with their Kia, wherever they are.

So, when Kia Motor's global creative agency, Innocean Berlin, was tasked with communicating this novelty in a way that would grab people's attention, the answer was quite obvious: why not have an old hippie lost in a supermarket parking lot since the 60’s? That's the story of 'One of Us'. Over the years the hippie has been joined by a ragtag bunch of misfits in a similar situation. And now he sees the opportunity for a new recruit as our Sorento driver enters the parking lot, looking for his car. Unfortunately for our hippie, a Kia driver will never have problems finding their car thanks to the UVO CONNECT app.

To bring this weird story to life Innocean partnered with the great Björn Rühmann (Zauberberg Productions), whose eerie sense of humour and great visual style was a perfect match for the film. "We wanted to give a human face to the technology in the new Kia Sorento. Technology can be quite a dry subject – but with a hippie, a roller girl and a skeleton dog it could never be boring." said Ricardo Wolf, executive creative director.