Kia has once again enlisted the star power of tennis sensation Ash Barty for its latest Tasman campaign, spearheaded by Innocean. This new chapter follows the initial ad that featured a lineup of renowned Australian athletes competing to have the upcoming ute named after them. The introduction of the Tasman nameplate marked the beginning of a fictional world known as ‘Tasman Town,’ which was further developed in subsequent ads. Pre-sales for the vehicle were announced in April 2025, leading up to the official launch during Game 2 of the State of Origin Series.
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The Tasman campaign has seen Kia collaborating with over 30 legendary Australian sports icons to establish ‘Tasman Town’ as a mythical realm where these stars not only reside but also endorse the Kia Tasman as an essential tool for tradespeople. The latest installment features Ash Barty moving to Tasman Town, where her run-down house attracts a group of sports stars turned tradespeople who come to her aid, showcasing the diverse talents and businesses they have set up, all powered by the Kia Tasman.
Among the sports personalities featured in the campaign are Luc Longley and Erin Phillips, Peter Daicos, Geoff Toovey, Dane Swan, Phil Rothfield, Ruben Wiki, Pat Rafter, Jason Gillespie, Mike Whitney, Paul Harragon, and for the first time, international tennis legend Rafael Nadal. Each character in ‘Tasman Town’ brings a unique trade or service, adding depth to the narrative and highlighting the versatility of the Kia Tasman as a workhorse vehicle.
Dean Norbiato, Kia’s GM of Marketing, expressed gratitude for the sports stars’ contributions to bringing the Tasman Town platform to life, emphasizing the product’s functionality as a tool of trade. The campaign aims to reinforce this message while announcing the availability of the Kia Tasman at dealerships nationwide by the end of June. Innocean’s Executive Creative Director, Brendan Willenberg, praised the long-term launch strategy and the enthusiastic response from sporting stars eager to be part of the campaign.
The collaboration between Kia, Innocean, and a host of sporting icons underscores the power of leveraging sports personalities in marketing campaigns to resonate with audiences. By intertwining the world of sports with product promotion, Kia has created a compelling narrative that showcases the Tasman as more than just a vehicle but a symbol of craftsmanship and teamwork in ‘Tasman Town.’
As the campaign unfolds, it not only highlights the capabilities of the Kia Tasman but also celebrates the spirit of collaboration and community, drawing parallels between the dedication of athletes and the reliability of the vehicle. By incorporating well-known sports figures into the storyline, Kia has successfully captured the attention of sports enthusiasts and consumers alike, positioning the Tasman as a trusted companion for those who value performance and teamwork.
With the Tasman campaign, Kia has tapped into the enduring appeal of sports stars and their influence on consumer behavior, showcasing the brand’s commitment to innovation and storytelling. As the automotive industry continues to evolve, campaigns like Tasman demonstrate the importance of creating engaging narratives that resonate with audiences on a personal and emotional level, transcending traditional advertising to forge meaningful connections with consumers.
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