KIA Motors Australia has dipped its Sorento large SUV in black paint in a television commercial designed to showcase the special Black Edition.

The new limited-issue model is designed to stand out from the crowd and its TVC, to be complemented by newspaper and radio coverage, reflects the distinctive variant.

It shows a Sorento rising from a pool of black paint, which then runs down the body to reveal a stark white vehicle.

The campaign, created by Innocean Australia, was produced by Finch and shot by Toby Pike.

The TVC will show as both a 15-second and 30-second production. Post-production was by Heckler and music composition handled by Squeak E Clean Studios.

Innocean Australia executive creative director Steve Jackson said: “Even though the auto industry has been doing it tough for several months, we and our wonderful partners at Kia refuse to shrink back into a sea of sameness.

“A big thank you to Toby, Finch, Heckler and Squeak E Clean, you’re all very clever people and personally I find the result rather mesmerising.”

Kia Motors Australia general manager of marketing Dean Norbiato said in a statement: “The Sorento nameplate in Australia has strong equity and we’re confident this campaign not only reinforces but enhances its reputation as one of the country’s best large SUVs.

“More broadly, the campaign also provides a glimpse of the direction our brand is heading in 2020 and beyond.”

The production featured a crew of visual effects and computer graphics professionals.

By Neil Dowling