We all love James Bond and the idea of spies with cool gadgets, slick cars and beautiful women. The opening screen shows Pierce Brosnan as a former James Bond actor, being pitched an idea by his agent for a Kia Sorento commercial thinking he will be driving through snipers, dodging fire from missile launchers and avoiding exploding cabins. "What's the mission?" he asks. Only to discover: "There is no mission," is the reply. Instead Brosnan takes a leisurely drive through snowy mountains to an idyllist wood cabin at the summit. The vehicle his agent is pitching  --  a fuel efficient family SUV  --  is far from the dynamic super cars he is used to driving in his various action movie roles. Soon every expectation is disappointing for Pierce as he learns he will not be contending on a mission but instead will have to settle for pleasant encounters with natural beauty and wildlife while driving a modest Kia Sorento. 

In this commercial, Kia is trying to convince all Americans with driving licenses to purchase this new 2015 SUV. Many factors and devices are used to aid the argument to buy the vehicle, such as everything that catches the eye of a viewer: snow, women, guns, speed, and explosions. Based on borrowed interest, this concept could have gone either way, but I think Kia's agency pulled it off. Credit for that goes to Brosnan himself, as well as to the other actors, the feature-film-quality locations, the camera work and the director. In fact, I find this commercial hard not to like, even though virtually any other all-wheel-drive SUV could have been a great substitute for the Sorento. To the extent that a Super Bowl's "success" is based on likability, I think it did rather well in the car category. 

So do you have the correct SUV that satisfies all of your needs? Enough room in the back to transport just about anything on a daily basis? A luxurious interior to impress your friends and competitors or to simply enjoy a smooth ride? Kia argues that the Sorento is the best SUV for the average American. The targeted audience is very broad given that it applies to all frequent drivers. However, Kia uses certain techniques to advertise to more specific demographics as well. The price of the Sorento is not mentioned in the commercial because that would throw off the objective of the commercial. Kia is using ethos and pathos very strongly throughout the commercial but not as much logos. A $35,000 car is quite expensive, even for middle class families. This would change the subject and focus towards the audience. Therefore, it is best to leave out any pricing or percentages due to the mood of the strategy. 

Kia uses Pierce Brosnan as a reliable source because James Bond (his acting role) knows more than most about cars. This is well known due to the history of James Bond (as a character) always driving fast, luxurious, high-performance vehicles. Given this evidence, Pierce Brosnan would only drive a car if it was the best of the best. Therefore, the Kia Sorento must be a worthy car to drive. This commercial uses logical reasoning through the setting and tone of the voices to appear credible. Because the Kia SUV is driving in the snow in a mountain range, it is a great car for taking snow trips. Although there are no specifics in the commercial about what the Sorento can do for you, Kia could have thrown in a few facts about stability control, for example. Brosnan's voice shows excitement yet is composed, cool, and authoritative setting the tone of how one should feel when driving a Kia 2015 Sorento. There is meant to be a sense of humor when Brosnan and his agent continuously disagree on the details of the commercial because they are all unexpected for a man as thrill-oriented as Pierce Brosnan. The first example is when Brosnan mentions "200 miles per hour?" in the SUV before he is corrected "No, 30" by his agent and suddenly the car slows down and you hear the engine noise fade away. Humor is always a great use of pathos because people tend to agree more or be more open when they are happy after laughing; which allows the sales business to increase profits. The emotional effect of the picturesque remote cabin and a pretty woman waiting at your doorstep makes (most) people rather engaged and wanting to be right where Brosnan is. In this case, Kia is hoping that you will believe that buying a 2015 Sorento will make you James Bond. 

James Bond is a very popular character in his action movies; with all of his fans, snow fanatics and well-dressed, successful gentlemen, they are immediately hooked to this beautiful commercial. The fans of James Bond feel "bonded" because fans often follow and listen to their idol. People connected to the snow immediately feel interested in this commercial because it connects with them on a personal level. The emotional appeal in this commercial is very strong because of the actor and setting that were chosen. It would be surprising if this commercial did not boost sales for the Sorento. The Sorento does it all; the luxury, speed and performance. The argument and points used in this commercial were cleverly chosen to use all ethos, pathos and logos. In the end, Pierce Brosnan did not get his thrilling mission he was hoping for. However, when he thinks all hope is lost, the commercial ends in "fireworks" of a lovely woman waiting for him in a snowy cabin. With the hint of romance to conclude the commercial, Pierce Brosnan finally looks satisfied; as will you.

