THE BIG PUSH: Leaf my Kia Rio alone

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Kia Motors America just broke an estimated $15 million campaign for the all-new Rio small sedan, priced at less than $8,600. The advertising consists mostly of TV, hitting select, targeted cable networks including MTV. One spot from davidandgoliath, Los Angeles, shows a vigilant Rio owner blowing falling leaves off his car. "When it comes to looking out for your car, we are as committed as you are," the narrator says. The ad tag: "What more do you want?" Copywriter: Scott Corbett. Art director: Ed Schumacher.
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