Fathertism is by (Innocean's) definition, the practice of kids giving unfair preferential treatment to Dad because he bought the Next Gen Kia Sorento.

Fathertism is the theme of the Kia Sorento campaign. Story, Part One: Dad has a new Kia. Kids hang out with Dad. Mum's attempts to join in are rejected.

Warning: If you are a mum, this commercial will break your heart.
Research must have shown that dads make the purchase decision for the family cars.

But wait, there's Part Two: Mum sneaks out to 'meet' the other woman and falls under the spell of the Kia's allure too.

Innocean Worldwide Australia's campaign for the launch of the Next Gen Kia Sorento began for Kia Australia on Sunday 21st October. It covers free to air and subscription TV, online, outdoor and social media.

Creative director, Scott Lambert was supported by copywriter, Yanni Pounartzis and
art director, Mike Lind on the campaign. Director was Nick Ball for production company, Finch. Music composition is by Antony Partos and audio post production, Song Zu. The accompanying social campaign is being managed by We Are Social.