Kia enlisted all-female Mariachi band, Flor De Toloache, to celebrate the triumphs of Latina entrepreneurs via with its 2019 Forte campaign.
Kia has launched a campaign for its 2019 Forte. Featured in the push is all-female Mariachi band, Flor De Toloache. The duo tied up for a digital series to honour hard-working Latina business owners across the United States. The exercise features the group’s latest single, Indestructible.
Composed in partnership with the carmaker, the song will be available on Spotify from 9 November. With the goal to drive community engagement, the effort focuses on attributes like passion, determination, and diligence. The initiative was conceived by the brand’s Hispanic creative shop, Inspire.
Directed by Sophy Holland, the Forte campaign will entail a sequence of videos on Kia Latino’s social channels. With the vehicle’s new design serving as the backdrop, the series follows Flor De Toloache on a serenading tour to surprise deserving leaders—and recognise their struggles and triumphs.
With co-founders and singers, Shae Fiol and Mireya Ramos, at the helm, the band experiences first-hand the compact sedan’s notable features to include its precision handling, Harman Kardon premium audio system, 8-inch touchscreen display, and Drive Wise technologies, among other highlights.
“We are thrilled to showcase the new Forte in a campaign celebrating the real stories of entrepreneurs as equal parts creators and community leaders, inspiring Latinas to continue to reach for and achieve their dreams,” said Candelaria Powell, National Advertising Manager of Kia Motors America.
View the creative spots here: