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Kia's new Peter Pan short film shows the value of content marketing

<p class = "canvas-atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = " Word of Ben Falk, Yahoo writer and journalist "data-reactionid =" 27 "> Words by Ben Falk, Yahoo writer and journalist

There's a cool audio track. You look blinking by an attractive man and woman. A helicopter shot follows a nice car as its speeds along a beautiful mountain road. A break. Then cue a car slogan.

There has never been a lot of invention in car advertising. The only goal was to show the product and make it look like an aspiration.

But Kia's three-minute mini-movie, "Peter Returns", wants to change it with his innovative narrative strategy.

You can watch the video below:

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Based on JM Barry's iconic spy Peter Pan, the ad instead throws Peter, Wendy and Tinkerbell as heroes trying to break control of the automotive industry from links to a rich, malicious tyrant named Hook.

In a gridlocked dystopia, car users are deprived of the right to the newest and best equipment companies Kia has to offer thanks to Hooks greed. It's up to Peter, Wendy, and Tink to change it using Kia's concept car, whether it's using its smart windshield's vehicle to help strategies or finally topple their enemy with the help of a particular bell sound and a hologramatic crocodile. [19659008] The result is a unique and smart spin on a classic story that helps illustrate the brand's future vision motto "Boundless for All" as well as demonstrate the rapid development in vehicle technology.

It's cinematic to be sure (it's directed by the prize winner Philippe Andre) and plays the heart like any good movie. It's not in an abstract space, but instead uses the technologies it develops to tell a story that does not look like syncing with big budget players like "Ready Player One", making the technology as appealing as the typical "Iron Man" likes to shoot in his lab.

"Our goal was to convey difficult future technologies in an easy-to-understand and friendly way through the story," says Kia. "And Peter Pan's story was a perfect match for our project."

What it really does is understand what most other car companies do not – the importance of storytelling in modern marketing. In a world of advertising-blowing software and a crowd devoted to the golden age of television time and spectacular big screen entertainment, it just shows that the product is no longer working.

Instead of showing up in the development guide like Smart Pixel Light and Sound Focusing Technology, or smart car health systems and AI voice assisted assistants, these were woven into history fabrics, giving the audience someone – and something – to rot instead of just watching on things displayed on the screen.

The automotive industry is at a crucial point in its history with the rise of autonomous driving, renewable energy and smart tech at the heart of the ongoing transformation.

At the same time, the consumer faces a bombardment of dramatic advances in future technologies, such as things Internet, artificial intelligence, virtual reality and 5G.

Companies like Kia are beginning to realize keeping in line, especially with a cinema brand about mpaign, they must provide a similar experience for it to cut through the social media noise. Therefore why a campaign like Peter Returns is so effective (it has already got hundreds of thousands of views on YouTube) and so fast.

In particular, the film makes every major commercial need to do – showcase the brand's current and future vision, as well as their USP, Kia's desire to challenge the status quo and passion for innovation.

Successfully do it while engaging an audience who binge-watching TV content or blended by the state of CGI, showing how others can take this approach and customize it to their own product.

<p class = "canvas-atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = " For full video of & # 39, Peter Returns and videos of technology described in the short film, visit Kia Motors Web site . "data-reaction =" 101 "> For the entire video of" Peter Returns " and video clips of the technology are described in the short film, visit Kia Motor's website.

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