Karma Automotive takes a jab at Tesla in new electric luxury sports car campaign

Karma Automotive doesn’t have the notoriety of rival electric car maker Tesla, but that isn't stopping the Southern California automaker from taking a few jabs at Elon Musk’s company in a flashy new ad.

Karma is releasing its second network television commercial during the CBS pre-coverage of the 2018 Masters Golf Tournament, and it shows a sleek new model, the Revero, being driven around quintessential Southern California locations while a voice-over touts it as “the most beautiful electric car you have ever seen.”

The spot, titled ‘Born in California,’ features the Revero being driven in posh locales, marking it as a high-end vehicle driven by those who appreciate the finer things in life. The spot does not directly call out Tesla, but it’s obvious that the in-state rival wants to set itself apart – and ahead – by stating that the Revero was “born in Southern California, where car culture, imagination and technology come together,” as opposed to Tesla, which hails from the Bay Area.

The first spot showed the debut of the Revero, but didn't mention where it was from, save for a final beauty shot of the car against the LA skyline. The automaker chose the Masters to debut the new SoCal-centric spot, by GoConvergence, to tie in with an audience that it thinks is a perfect fit for the high-end electric sports car.

CBS coverage of the Masters kicks off spring for many parts of the nation giving way to warm weather cruising that our customers clearly enjoy,” said Jim Taylor, Karma chief revenue officer. “The Masters is one of the largest media platforms of the year, especially for our customer audience. This is the right broadcast for us to tell our exciting story and continue the launch of the Revero and Karma brand.”

Karma sought to highlight the essence of its home in California, shooting the spot in Malibu and Hollywood to emphasize the Revero’s flowing design and luxury electric driving experience.

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