Kia officials indicated in their e-mail that their intent was not to offend and claimed that since entering the Canadian automotive market in 1999, KIA Canada has used humor to reach Canadian consumers. Their aim was to find new and interesting methods of advertising and their intentions were not meant to cause the reaction felt when viewing the advertisement. When the Hamilton Spectator contacted the Toronto ad firm Publicis Canada about the ad, their vice-president brand director Tony Ciccia indicated that it is "loving--LOVING--the controversy its cop spot has generated." He added that the ad "is getting coverage on the mainstream media as well all over the internet. The fact that the commercial is now shown only after 9 PM in response to complaints about its raunchy content just adds to the intrigue," the Hamilton Spectator quotes. Tony Ciccia actually thinks people are talking about Kia in a positive way. Well that's not what 54,700 CPPA members and 18,000 RCMP members are saying.
One male Saskatchewan officer wrote Kia and said, "How would you like the police service to do a commercial profiling a Kia in a negative manner?" He wanted KIA to "think about the image and reception female officers will receive now as they carry on their duties, protecting not only Kia executives, employees and customers, but the public in general." But it appears that Kia's marketing company is enjoying the controversy and the additional advertising that they get along with it. Let's hope that Kia Canada has better morals and ethics than that.
If you want to make your opinions known to Kia Canada about the ad contact Valerie Proulx at firstname.lastname@example.org