Titled “Modern Times,” the commercial celebrates the enduring importance of traditional values within South Asian and Chinese families, while highlighting the innovative features and convenience of the Kia Niro EV.
Using the popular expression, “Modern times, papa.” – a phrase that connects with audiences of all age groups – the story takes us on a journey around how things have changed in the family, with the wife and kids reiterating the now familiar mnemonic “Modern times, papa.”, to the husband/father who is inadvertently an early adopter and is shown stepping into his brand-new Niro EV.
The campaign also features a separate 15 second spot that flaunts a unique feature of the Niro EV. It has a plug-in port for small appliances, which means the target audience can partake in their beloved tea no matter where they are, when on the road.