Actor Vinnie Jones to Promote the New SsangYong Korando

Kindred Agency has just hired straight-talking hard man Vinnie Jones to star in a film that will promote SsangYong's new mainstream petrol SUV.

The 30-second film, which is entitled "Straight Talking", is as direct as the straight-talking Jones. His no-nonesense style will give viewers a glimpse of the new Korando in a stripped back.

Nick Mustoe, Chairman at Kindred Agency said of the thinking behind the ad:

“We recognised that car consumers were sick of bland international automotive advertising, packed with the usual marketing jargon, and were seeking a more plain-speaking and honest approach”.

The film is set in an industrial warehouse environment. It shows Vinnie talking his way around the new car, showing the basics--light, windows, wheels--all while donning his fluffy slippers. After pointing out the "fundamentals" of the of the vehicle, Vinnie says that the car is ‘big, fancy’ and has ‘got a weird name… but for £19,995, who’s bothered?’.

This straight-to-the-point statement will show SsangYong's strategy to highlight Korando's "great value" price compared to its competitors.

“As a challenger brand we need to produce messaging and content that has proper cut through with our audience. We were looking for a creative campaign that talks to the consumer in a credible, honest and authentic way. Our brand is not fashion driven, corporate or flashy – it’s grounded and different, hence the straight-talking approach. We are delighted with our biggest campaign yet," said Steve Gray, Marketing & Communications Director at SsangYong.

“We are incredibly proud to work with SsangYong – a true challenger brand in a highly competitive market. It has been fantastic to have had the opportunity to establish a really strong launch plan to deliver this no nonsense, straight talking ad – with smart TV placements in scheduled sport and entertainment programmes such as the Leeds and Chelsea games this weekend as well as the X-Men film next week. We are also looking to deliver a Guy Ritchie/Vinnie Jones TV movie strand as well as use digital video and social to great contextual effect." said Tara Marus, COO VCCP Media.

The film will be running on ITV, Channel4 and Sky until March, with supporting campaign assets online.

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