Kia Radio COUNTRYSIDE & CITY by Berntzon Bylund

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Industry Cars, SUV & Four Wheel Drive
Media Radio
Market Sweden
Agency Berntzon Bylund
Director Johannes Ring
Creative Director Hans Bylund
Account Supervisor Joachim Berntzon
Production Delorean
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: KIA MOTORS
Product/Service: KIA SORENTO
Creative Director: Hans Bylund
Scriptwriter: Johan Gustafsson
Account Manager: Åsa Edgren
Account Supervisor: Joachim Berntzon
Production Company: DELOREAN, Stockholm, SWEDEN
Director: Johannes Ring
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: BERNTZON BYLUND, Stockholm, SWEDEN

SFX: Traffic MVO: (Country accent) The new Kia Sorento is a splendid off road machine with automatic four-wheel drive. It’s got a six-speed automatic transmission. It’s got Down Hill Control... (Neutral accent) ...Hill Assist and the lowest exhaust discharge in it’s class. It grips the road perfectly and has earned five stars in the Euro NCAP... (City accent) ...You’ve got USB-connections and iPod connections. You’ve got rear view camera, you name it. You just glide along. SFX: Music ANN: The new Kia Sorento is made for driving off road as well as in the city, and costs from 299.900 Kronor. Welcome to your Kia dealer.

Full script of the ad in the original language
SFX: Trafikljud i bakgrunden MVO: (Värmland accent) Nya Kia Sorento är en suverän off road-maskin med automatisk fyrhjulsdrift, han har 6-växlad automatlåda, han har har Downhill Control Hill Assist och... (Neutral svenska) ...lägsta utsläppen i klassen. Den ligger perfekt på vägen och har 5-stjärnor i Euro NCAP... (Stockholmsdialekt) har USB-port och iPod-uttag. Man har backkamera. You name it. Den bara glider fram. SFX: Music ANN: Nya Kia Sorento är anpassad för både skogs- och stadstrafik och kostar från 299.900. Välkommen till din Kia-handlare.

Brief Explanation
Objective: To tell people about the new versatile Kia Sorento, an SUV that is made for both off road driving and city driving. Concept: To make the spot with a voice changing from a typical 'off road' accent to a typical 'city driving' accent. Solution: A man speaks with a typical countryside accent from the Swedish region Värmland that is well known for Rally Motor Sport. His accent changes to neutral Swedish, and in the end of the radio ad his accent is a typical Stockholm City accent. The changes in accent would be like switching between a Bristol accent, neutral English and Cockney for an English audience.