As some of you pointed out, Subaru was the culprit hiding behind the week-long 2011 Mediocrity campaign, which showed a beige-cladded first-generation Kia Optima in a scoop-like series of photos. Upon looking at the first set of images that arrived in our mailbox (read here), we knew that this was some sort of devious viral marketing campaign.
It is true that these type of campaigns can be rather cheap and yet extremely effective. However, they can also backfire. And in our opinion, that's the case with Subaru's effort to promote / convince us that the latest Legacy is the opposite of the so-called 'beige' mid-size sedans.
We assume the creators of the campaign believed no one would figure out that the car buried under all that beige makeup was an older Kia Optima.
Mark this down as a big mistake, because once we found out, we were bound to make a comparison between the Legacy and the forthcoming 2011 Kia Optima (and not of course, its decade-old predecessor...).
And in our book, at least, in what concerns the looks department, the new Optima makes the Legacy seem beiger than Japan's beigest beige...
Now, wouldn't it be interesting if Kia responded with a 'beige' answer / commercial to Subaru's campaign?
