IN a radical departure from normal car advertising, Kia Motors is not following the well trodden path of perfect people in glamorous locations with clean, shiny cars on empty roads.

Taking a leaf out of the book of recent state-of-the-art animated characters, like Nemo and Shrek, Kia is putting its cars into real life situations using seven computer generated characters to tell the story. The bold move signals the first National TV Advertising Campaign for the rapidly expanding car company.

Paul Williams, managing director of Kia Motors (UK) Limited, said: "Kia is on a growth curve that has not been achieved by any other car manufacturer. This demands an innovative rather than a me-too approach to gain cut-through in a crowded market. Our "Think About It" campaign will engage car buyers in a way that previous campaigns have not and put the brand in front of a much bigger customer base."

He added: "The campaign marks a significant development for the Kia brand as a whole, and seeks to establish Kia as a new proposition in the UK motoring sector."