KIA launch mutant Rafa in new ad campaign

Just in time for the Australian Open which kicks off on 18 January, KIA, major sponsor of the tournament, has teamed up with the X-Men: Apocalypse film to unveil its ‘mutant Rafa’ in launching a pretty cool new ad campaign named “Secret of the Right Arm”.

Featuring quite a lot of footage from the X-Men movie that is released in cinemas in May, the film portrays a young Rafa getting trained to play with his left arm because of the tremendous power that his right arm, power not suitable for the tennis court.

In an advert that’s very easy on the eye and fun to watch as it utilises star power seemingly at KIA’s disposal, the car brand’s new crossover, the “KIA X-Car” is front and centre in the ad. Despite this, the ad proves hugely successful in advertising three different events including the release of the car, the release of the X-Men film and the Australian Open which kicks off in just over two weeks.

Sequences of the new X-Men film, the car and Rafa taking to the court in Melbourne to play the world’s best are all run together which produces a very cool end product.

Innovative, outside-the-box and very creative, the advert ticks a lot of boxes, particularly in entertainment value.

About author

Adrien Danjou
Adrien Danjou 140 posts

Adrien is a Digital Marketing Manager in France and a Digital Sport lover. Follow him on Twitter: @Adrien_DH

You might also like

SPORTEL 2021: Day One Recap

This year’s prestigious SPORTEL convention kicked off in sunny Monaco today, welcoming a host of familiar faces as well as plenty of new ones. Doors opened at 8:30am with businesses

Six Founding Riders Set To Bring The Vision Of The UCI Track Champions League To Life

Olympic Champions, UCI World Champions and World Record holders join the new track cycling competition debuting in November 2021 The UCI Track Champions League is delighted to announce that six

Sports related spending to soar this summer as pre-pandemic life resumes

New insights from eBay Ads UK reveal the potential for brands to engage with an excited but nervous nation as sports events get back on track  As pubs and indoor