Kia Super Bowl Commercials
Kia returned to the Super Bowl for its eighth straight year with an ad from David & Goliath, its agency of record since 2000. The ad 'Hero's Journey' featured Melissa McCarthy as an eco-warrior, on a journey to protect the whales, icecaps, trees and rhinos. It appeared during the 3rd quarter of the Big Game and was one of the Super Bowl’s most engaging game day commercials, earning more than 3% of Digital Share of Voice. Prior to the Super Bowl, the brand released two teasers, 'Run' and 'Iceberg.' Last year's 60-second spot, 'Walken Closet,' starring Christopher Walken came in 31st place by digital engagement on game day. Kia has historically been a strong performer at the Super Bowl: its Matrix-themed ad of 2014, 'The Truth,' placed 4th in our game day rankings, earning 7.13% Digital Share of Voice; and in 2015, its action movie parody starring Pierce Brosnan entitled 'The Perfect Getaway' placed 29th with 0.98% Digital Share of Voice.