“Our approach to KIA has been bilateral: the car as a beautiful work of art, and, as a machine at the center of our daily lives. In the Christmas campaign, we emphasized conversations between family/friends as an effective portrait of how owning a KIA will heighten your quality of life. This method gave us a flexible outlet to use effective elements such as a punch-line, humor and body language. On the other hand, we also have conveyed the car as a machine, which is a work of (engineering) art by itself, and an instrument to be (driven)played by human hands.”