Kia has officially unveiled its new ute, the Tasman, in a bold and distinctly Australian campaign that blends star power, humor, and national pride. At the center of this launch is tennis legend Ash Barty, who returns to the screen to join the mythical world of Tasman Town — a fictional Aussie outpost where legendary athletes live, work, and now drive the Tasman.
The campaign, which aired during Game II of the State of Origin Series, marks the culmination of a carefully staged 15-month rollout that began with the reveal of Kia’s first-ever ute in early 2024. From teasing the nameplate to building a fictional world and launching pre-sales in April 2025, Kia’s strategy has been an extended play in storytelling and brand-building. Now, with the vehicle hitting showrooms by the end of June, the final chapter delivers a high-octane blend of performance specs and comedic charm.
In this latest ad, Ash Barty moves into a rundown home in Tasman Town. Her solution? Call in some of Australia’s greatest sports heroes — all of whom now run their own trades, powered by the rugged capability of the Kia Tasman. The result is a job site full of familiar faces, each equipped with tools, trades, and their own personalized Tasman.
Among the cast:
- Luc Longley and Erin Phillips with their business In The Paint
- Peter Daicos, a.k.a. the “Macedonian Marvel,” who now sells Macedonian Marble benchtops
- Geoff Toovey as The Drain Detective
- Dane Swan with Dane’s Party Supplies
- Phil ‘Buzz’ Rothfield operating Buzz’s Scoops excavators
- Ruben Wiki from Back Fence Bros
- Pat Rafter, turf master behind Best on Grass
- Fast bowlers Jason Gillespie and Mike Whitney as Stump Removers
- Paul Harragon, the no-nonsense Chief of Police
And in a surprise cameo, Rafael Nadal joins the action with his own roofing business, Rafa’s Roofs, officially expanding Tasman Town’s global celebrity appeal.
Kia’s General Manager of Marketing, Dean Norbiato, praised the talent and energy behind the project: “We’re indebted to the calibre of sporting stars who have lent their time, expertise and acting nous to bringing this episodic Tasman Town platform to life. From a product standpoint, the Tasman is a true tool of trade, and our latest campaign reinforces that notion.”
Brendan Willenberg, Executive Creative Director at Innocean, added: “We’re incredibly proud of a long-term launch campaign that works as hard as the Kia Tasman. You know you’re on a winner when sporting stars are calling your client to be part of the next spot.”
With its versatile performance, tradie-first design, and a campaign full of personality, the Kia Tasman is being positioned as more than just a utility vehicle — it’s a new symbol of Aussie grit, camaraderie, and legend-making.
