Proceed GT stars in new quest to save the world's tech
Car manufacturers have a knack for stretching to create interesting metaphors for their technology. Kia is no stranger to creative marketing campaigns, having featured Stephen Tyler in a Benjamin Button-style Stinger commercial earlier this year.
Instead of Aerosmith, the Korean brand has this time turned to Peter Pan. Set in a dystopian take on Neverland, where Captain Hook (who looks unusually young here) has hoarded all the "technology" for himself, the story revolves around Peter, Wendy and the Kia Proceed concept.
You can probably see where this is headed. The heroes and their car conquer the tech-stealing villain in an allegorical tale about the democratisation of semi-autonomous or convenience features.
Alright, so it's a bit cheesy, but the Peter Pan ad joins a growing crowd of commercials taking a different approach to selling cars. As always, this year's NFL Superbowl was a beacon for creative marketing, with clever campaigns from the likes of Hyundai and Jeep.
Closer to home, Holden has turned to goats in an attempt to shift the Colorado, although our own Mike Stevens has already suggested Toyota's HiLux campaigns – this one, this one or this one – are among the best we've seen.