Real Valets Get Put to the Test in New Social Campaign for the Kia Cadenza

Who drives more luxury cars than anyone? Your first guess might be a duke or an earl or a hip-hop mogul. Au contraire. It’s that hotel guy who parks their cars. Valets drive every fancy vehicle under the sun. So, Kia leveraged real valets’ expertise to prove that the Kia Cadenza is just as impressive, if not more so, than its costly competitors.

To bring this idea to life, Kia interviewed five valets, had them identify various luxury vehicles (Audi, Lexus, BMW) blindfolded, and then put them in a de-badged Cadenza for a valet-specific test drive. At the end, Kia turned the experiment into an ad as the valets unknowingly drove the mystery vehicle into a 3-D “end card” for the Kia Cadenza. The collective surprise and glowing reviews affirm the brand’s suspicions – the Kia Cadenza is an unexpected sedan that outclasses the competition. 

With the all-new Cadenza, Kia has developed a true large sedan that aims to demonstrate the evolution and trajectory of the brand, offering a level of refinement and interior space above that of its direct competitors and, in some cases, above indirect luxury competitors. The goal of the campaign is to demonstrate that the Cadenza is designed and engineered for bold drivers who refuse to buy into stereotypes – they possess the confidence to choose a sedan based on intrinsic value over badge value.

The campaign was created by David&Goliath and directed by Decon's Jason Goldwatch.