Kia Launches Hybrid Campaign Featuring Gesaffelstein Soundtrack

The campaign, titled Hybrids That Move to a New Beat, showcases the company’s push to solidify its position as a major player in the hybrid market, which currently ranks as the second-largest in the industry. The visual narrative depicts the Telluride Turbo-Hybrid navigating city streets, where skyscraper windows illuminate in time with the track to create a massive equalizer effect. The sequence continues through inner-city tunnels and sharp highway turns, eventually bringing the Sorento HEV and Niro HEV into the fold.

Beyond the aesthetic synchronization, the spot emphasizes performance metrics designed to appeal to practical buyers. The Telluride takes center stage with a 329-horsepower output and a 564-mile total range, while the Carnival MPV highlights its utility with an impressive 608-mile total range. Russell Wager, vice president of marketing at Kia America, noted that the lineup is intended to bridge the gap between style and efficiency, offering specific configurations for different stages of life.

The multimedia campaign spans broadcast, print, digital, and out-of-home platforms to support the rollout of these 2027 models. By framing the vehicles as components of a high-end audio setup—viewed from above, the five SUVs form the shape of soundboard knobs—Kia aims to shift the perception of hybrid utility vehicles from purely functional transport to lifestyle-oriented performance machines.