Kia recently launched their new Forte with TV support positioning the vehicle a compact sedan that is "The First of its Kind" and spotlights the car as a "Pioneer" in its class.

All the fanfare due to the inclusion of… drum roll please… an engine, that goes fast (which is not what I think of when Kia or compact sedan are mentioned) as well as a couple other features found on almost every car sold in the US. This is what a "pioneer" looks like?

Sarcasm aside, although the Forte does not include the latest automotive innovations it doesn't actually look like a bad car. After watching the commercial several times I can see theAattempt to connect on an emotional level, however, leveraging the chosen elements didn't do it for me. It actually reminded me of the BASF campaign, "We don’t make a lot of the products you buy. We make a lot of the products you buy better" only without pivotal "better" proposition.