Kia has rolled out a campaign, 'All Wheel Drive', to showcase the offerings of its Sorento.

The car is officially launching in India on 4 September.

The campaign comprises an ad film. It opens with a man waking up and heading to the kitchen for his morning coffee. He receives a text congratulating him on being named Entrepreneur of the Year and asking where he is. He casually replies, “Grabbing my morning coffee.” Instead of brewing it at home, he picks up his car keys and sets off in his Kia Sorento, driving through winding mountain roads, rugged terrain and remote wilderness before reaching the hinterlands to source fresh coffee beans and have his coffee brewed there. The journey turns an everyday coffee run into an unexpected adventure, reinforcing the film’s central message: with the Kia Sorento’s All-Wheel Drive capability, there’s virtually nowhere you can’t go.

What we think about it: The strongest part of the film is that Kia doesn’t sell the Sorento by simply showing the car conquering difficult terrain. Instead, it creates a slightly absurd but memorable reason to take the car there: a morning coffee run. That gives the product demonstration a narrative rather than making it feel like a checklist of features.

The campaign was released on 1 September on YouTube and Instagram.

The auto brand had previously rolled out a film showcasing the car's design walk around.