Kia has brought back tennis star Ash Barty as the star of the latest installment in the Tasman campaign, set to hit showrooms later this month.
The new chapter of the campaign, from Innocean, comes 15-months after the initial ad saw Australia’s sporting legends, such as Dylan Alcott, Steve Waugh, Darren Lockyer, Buddy Franklin, and John Aloisi, vying for the ute to be named after them.
At the time, Kia revealed it was launching a ute and shortly after, the Tasman nameplate was revealed. That was followed up with an ad that showed the Tasman for the first time and the fictional world of ‘Tasman Town’ was built upon. Phase 2 of the launch, in April 2025, announced that pre-sales were open.
Last night, during Game 2 of the State of Origin Series, audiences saw the official launch of the ute. Kia positioned the ute as an integral tool for tradies and introduced some of the Tasman’s best features and capabilities, while tapping into the sports-loving market.
Kia, over the journey, have partnered with over 30 of Australia’s most legendary sporting icons and established the platform of ‘Tasman Town’ – a mythical place where sporting legends live, breathe and drive the Kia Tasman.
In the latest campaign Ash Barty moves to Tasman Town, but her dilapidated house is in desperate need of some doing up. The call is put out, and some of Australia’s biggest sports stars descend upon the jobsite as it becomes clear that they’ve all set up their own trades, all powered by the Kia Tasman.
Amongst the tradies who come to Ash’s aid are: Luc Longley and Erin Phillips from ‘In The Paint,’ Peter ‘Macedonian Marvel’ Daicos, now selling ‘Macedonian Marble’ benchtops, Geoff Toovey ‘The Drain Detective’, Collingwood great Dane Swan who runs Dane’s Party Supplies, and Phil ‘Buzz’ Rothfield who operates ‘Buzz’s Scoops’ excavator business with his apprentices Fletch and Hindy.
Rounding out this formidable crew are Ruben Wiki from ‘Back Fence Bros,’ Pat Rafter, the turfer behind ‘Best on Grass,’ fast bowlers Jason Gillespie and Mike Whitney as ‘Stump Removers,’ and Paul Harragon, who keeps everyone in check as the town’s ‘Chief of Police.’
And for the first time, Tasman Town now includes one of the biggest international sports legends of all time, Rafael Nadal and his roofing business, ‘Rafa’s Roofs.’
“We’re indebted to the calibre of sporting stars who have lent their time, expertise and acting nous to helping bring this episodic Tasman Town platform to life,” Kia’s GM of Marketing, Dean Norbiato, said.
“From a product standpoint, the Tasman is a true tool of trade, and our latest campaign reinforces that notion, while also announcing it’s finally rolling into Kia dealerships nationally at the end of June.”
Brendan Willenberg, Executive Creative Director, Innocean, said: “Having seen the Tasman in the flesh and thrashed it up a mountain somewhere outside of Canberra, we’re incredibly proud of a long-term launch, carefully orchestrated campaign that works as hard as the Kia Tasman.
“You know you’re on a winner when you have sporting stars calling up your client to be in the next spot.”
Credits
Client – Kia Australia
Marketing Director – Dean Norbiato
Brand Manager, Marketing – Brendan McGrath
Social Media & Content Coordinator, Marketing – Denisha Philipthas
Digital Marketing Manager – Tim Manning
Retail Marketing Assistant Manager, Marketing – Fion De Silva
Agency – INNOCEAN Australia
Executive Creative Director – Brendan Willenberg
Creative Directors – Nick Cole & Pat Allenby
Head of Production – Monique Pardavi
Copywriter – Ryan Greves
Art Director – Ben Rainford
Client Partner – Conor Walsh
Senior Account Manager – Ruth Murphy
Account Manager – India Stobbs
Strategist – Jake Mesidis
Editor – Dave Anlezark
Senior Digital Content Manager – Francesca Alvandi
Digital Content Creator – Josh Bisset
Strategist – Jake Mesidis
Production Company – Scoundrel
Director – Ariel Martin
Executive Producer – Adrian Shapiro
Producer – Claire Kelly
Production Manager – Kate Rule
ProductionCoordinator – Olivia Sawyer
Post – ARC
Editor – Johanna Scott
Post House – Blockhead
Sound House – MassiveMusic
Sound Designer – Simon Kane
Media agency: Ad Associates
Top image: Pat Rafter and Ash Barty