03-07-2025
Kia Middle East releases five-part docu-series to launch its Kia Tasman
Kia Middle East and Africa has released a cinematic, road trip docu-series titled Tribes of Arabia, to mark the regional launch of the Kia Tasman.
The five-part docu-series merges cultural discovery with automotive adventure in an effort to showcase the rugged performance, cutting-edge technology, and bold design of Kia's first-ever mid-size pickup truck.
From the mountains of Ras Al Khaimah to the historic lands of Basra, Iraq, passing through Saudi Arabia and Kuwait, Tribes of Arabia takes viewers off the beaten path to connect with the region's most enduring communities: its tribes. Through first-hand encounters, the series explores their traditions, rituals, and way of life, highlighting a rich cultural heritage shaped by both history and modernity.
'Tribes of Arabia is a first-of-its-kind cultural project, not just for Kia, but for the entire automotive industry in our region.' said Jimmy Chamata, Head of Marketing at Kia Middle East and Africa.
Spanning vast deserts, towering mountains, and remote villages, the series follows three main characters, including automotive influencers and content creators Eisa Alhabib, Abdulaziz Alfudhaili, and Hamed AlDaour as they engage with each tribe, uncovering their unique stories, craftsmanship, and deep-rooted ties to the land. Each episode offers an intimate look at a different tribe and the legacy they continue to uphold.
'We're telling a story that's deeply rooted in culture, resilience, and identity, and we are proud to authentically capture the rich tribal spirit of the Arabian Peninsula. At the heart of this journey is the Kia Tasman, our boldest statement yet,' Chamata said on the docu-series. 'More than just an ordinary pickup, the Tasman represents a new kind of mobility: one that moves effortlessly between work and adventure, modernity and heritage, challenge and comfort. It's designed for those who live life to the fullest.'
Tribes of Arabia follows the Kia Tasman across the UAE, Saudi Arabia, Kuwait, and Iraq to connect with five remarkable tribes and their living legacies.
'With its advanced safety features, smart technology, bold design and power that you can rely on, the Tasman is creating a new culture around what a pickup can be. And Tribes of Arabia is the perfect stage to introduce that vision to the region, and the world,' Chamata said.
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In a journey across the Middle East, the Tasman can be seen tackling mountains, cities, deserts and wetlands—meeting tribes from the Shihuh to the Marsh Arabs. From rocky trails to urban roads and muddy marshes, each terrain highlighted the Tasman's capability, switching seamlessly between Rock, Urban, Desert and Mud driving modes.
The docu-series was crafted to capture the multi-dimensional nature of the Kia Tasman, which is designed for both work and adventure to push boundaries on weekdays while escaping them on the weekends.
The campaign was brought to life by Innocean MEA in collaboration with McCann Content Studios and directed by Neel Kumar.
