What you see on the commercial is the soundtrack and the video footage which suggests that we are going to witness something very remarkable, but the spot show the Kia Sedona which is redesigned recently zooming around the oval shaped test track in the dark. Outer details give the hint style and speed, but the real stunner comes from the interior.
Inside the cabin, you find four men dressed in white suspiciously like the iconic wheelman Stig of Top Gear. The background voice says that the vehicle you see is not a sports car, and it is also not a compromise and simply leaves the decision of working out what the Sedona exactly is.
What you can make out of the commercial is that it is both senseless and brilliant at the same time. The use of white racing gear is sheer brains and who would be a better choice than Stig to advertise the minivan. Top gear may own Stig and his white suit, but the internet is crowded with similar racing suits and the cue ball helmets have been around since the invention of plastic. This way Kia has avoided the royalty trap we guess. The Kia publicity team has pulled off a valuable asset for the company just by using a wardrobe set, score one for them.
But Kia has consequently failed to cash on it by not letting Stig to drive the Sedan to its potential instead we find three different Stigs engaged in different activities such as fidgeting with GPS, iPad and trying to find a resting place in the minivan. It would have been more appropriate with Stig behind the wheel and a few Stiglets riding in the back. Kia now have gone and changed the color of the helmet from white to black in the new video.