Innocean Australia has a released a new campaign for Kia Motors Australia's Cerato Hatch inviting viewers to 'Meet the Extras'. The campaign aims to demonstrate how all the extras, that come as standard, make life easier for motorists.

National Marketing Manager for Kia, Steve Watts, said the small car segment was the largest single segment in Australia and one of the most competitive.

“We have a great story to tell here with the Cerato hatch so it was crucial we stood out amongst the clutter,” he said.

Scott Lambert, Creative Director, Innocean, said that by personifying standard features, the work was a fresh take on what is normally a shopping list of boring facts. 

“Nick Ball, the director, pulled together a fantastic cast, who individually delivered performances that had us in stitches,” he said. “This campaign has the legs – literally - to be fun, entertaining and likable for a very long time." 

Television and online execution will build up to, and feature at, The Kia Australian Open with web films produced by Finch housed within a microsite running through January.