Conceptual Advertising


The Kia Optima came with a new ‘Rear View Cam’ feature. To highlight this, we ran ads featuring palindromes – words or phrases reading the same front and back. Or, to put it another way, you can see it just as easily in reverse.


These 10-second TV spots were flighted during the airing of Modern Family – a popular TV series at the time.

With the theme of family in mind, we dramatised (comedically) the Kia technicians testing the features of the cars, ending with the line, “Tested by our family. To be enjoyed by yours.”