- Campaign highlights versatility and capability of Kia’s longest-running nameplate
- Episodic broadcast effort features the new 2026 Sportage X-Pro and Sportage Hybrid models
Kia America is reveling in the joy, adventure and excitement of the classic American road-trip in a new two-part creative campaign for the 2026 Sportage SUV. As the fast-growing brand’s longest-running nameplate, the popular Kia Sportage was recently updated to include a dynamic exterior design featuring a broad, upright grille and a tech-forward cabin with advanced wireless connectivity.
The episodic campaign features two 30-second spots that take viewers along for the journey of a lifetime. Entitled “Keep the Adventure Going” and set to “Rock’n Me” by the Steve Miller Band, the first episode follows a young man in a Sportage X-Pro as he drives through various weather conditions and over multiple terrains, with the progress of his cross-country road trip charted by the location on his ever-changing t-shirt. Making a stop in Texas, the driver meets his match – literally – when he spots a young lady wearing the same t-shirt. Hinting of things to come, the tagline “Keep the Adventure Going” appears before the spot cuts to the happy couple, now seated side by side in the Sportage, wearing his-and-hers “Virginia is for Lovers” t-shirts.
Picking up where the first let off, we next see the couple – now driving a Sportage HEV with a turbo hybrid powertrain – continuing their adventure and celebrating life’s milestones along the way.
“Sportage is Kia’s longest-running nameplate for a reason, because it is the perfect SUV for every driver regardless of life stage,” said Russell Wager, vice president, marketing, Kia America. “With its class-leading interior space, advanced driver assistance features, a tech-forward cabin and available electrified powertrains, Sportage is built for anything people might encounter on the road of life.”
In addition to the 30-second broadcast spots, making their debut in July, the campaign includes 15-second shorts, digital, print and out-of-home components as well as paid social media including social skins and banners ads across a variety of platforms including: TikTok, Pinterest, Meta, Reddit and Snapchat.
