The £5m push, created jointly by Hyundai's in-house agency Innocean and US agency David & Goliath, will run for 10 weeks across TV, cinema, and print, including special promotions through Metro and i.
The ads target younger, female drivers, and feature a pet cat carrying out unlikely feats, such as swinging from trees and scaring a dog.
The campaign will carry the tagline "Small yet mighty," and emphasise the deceptive qualities of the Picanto, despite its small size.
The campaign will also push Kia's seven-year warranty offer, as well as driving prospective car buyers to an interactive "iBrochure" for Picanto.
Simon Hetherington, the outgoing Kia UK marketing director who is, said: "We've embraced digital technology in all aspects of the launch, including developing a new iBrochure – a modern alternative to the traditional car brochure."
Kia recently called The successful agency will be responsible for creating all marketing activity for the launches, including TV, digital and in-dealership work.
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