Uses & misuses....

[davem]

Found this through a reference in the One Ring book 'People's Guide to JRR Tolkien:http://www.sorento-club.de/modules.p...article&sid=27

Click on the trailer link & you'll see an ad for the Kia Sorento off road vehicle, based around the Fellowship movie. Now, obviously, people, I accept, take different things from Tolkien's work, but using a movie of LotR to promote off-road vehicles! Surely Tolkien would have been appalled.

Heres a bit of background on the campain from Tolkien On Line:

Kia's effort is tied to the introduction of a new model, the Sorento, a midsize sports utility vehicle that is expected to be in showrooms by September, a company spokesman said. A free copy of the DVD will also be given to anyone who takes a test drive of any of its cars, a point that Kia's commercial goes to great lengths to make.

In the spot, produced by davidand goliath, an independent agency in Los Angeles, a man and his wife are driving a Sorento. They are pursued by ghostlike figures on horseback, similar to those that appear in "The Fellowship of the Ring." Finally, they catch up to the vehicle and tap on the window. The driver rolls it down, and one of the figures — it turns out that it is a Kia dealer — hands him an object.

"Here's your free DVD," he says.

Wally Anderson, vice president of marketing for Kia, said that the carmaker expected dealers to give away 60,000 DVD's over the next couple of months, Kia's full allotment. During a similar effort last autumn in connection with the video release of "Shrek," the company handed out 40,000 DVD's. That promotion, tied to Kia's introduction of its Sedona minivan, resulted in the sale of an estimated 4,000 additional vehicles, he said.

(whole article:http://www.tolkienonline.com/docs/7049.html)