Kia and its lead agency INNOCEAN have enlisted Robert De Niro to front the campaign for a car range bearing his name.

The Kia Niro campaign aims to “challenge perceptions of Kia amongst people who are curious about the world around them,” the company says.

It is headlined by a 30-second spot in which De Niro appears at a shoot for a Kia ad, and confusion ensues about the identical names.

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The spot was created by Innocean Worldwide, with media handled by Havas Media.

Havas’s strategy will see hero content delivered across traditional broadcast mediums, plus supporting creative in more niche environments.

Jane Fenn, Head of Brand Communications, Kia Motors UK, said: “Who better to represent our brand than a global superstar who also happens to have the same name as our hero range? We’re delighted to launch this campaign featuring Robert De Niro, an iconic actor who is sure to drive fame for Kia.”

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“It’s our first campaign for Kia Motors Europe and we couldn’t be more proud”, said Gabriel Mattar, INNOCEAN Worldwide Europe Chief Creative Officer.

“This 360-degree campaign not only brings a close, light-hearted approach to one of its top selling models but also sends a signal to where the Kia brand is heading.

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“This is the first step of many more to come.”

Stephanie Marks, Managing Director, Havas Group Media, added: “Within each channel, our placements are selected to be unmissable and of high quality, being in our audience’s spaces and talking to them in a way that aligns with the content they’re choosing to consume. Our aim is that Kia isn’t just front of mind when they’re in market, but that the brand is more relevant to their everyday life.”