Kia wins USA TODAY's Ad Meter behind Melissa McCarthy's 'Hero's Journey'

No one had a better night than Tom Brady, but Melissa McCarthy and Kia came close.

Her slapstick shtick for Kia won the 29th annual USA TODAY Ad Meter competition in a crazy commercial where she gets bounced out of a boat by a rampaging whale, among other ecological calamities.

The 60-second spot, called “Hero’s Journey,” is about an eco-warrior called on to save the whales — and the trees and the polar ice caps. Each time she strives heroically but ends up with the sort of cartoonish comeuppance more commonly associated with Wile E. Coyote. (Except that he chased the Roadrunner, while she gets chased by rhinos.)

The ad’s save-the-planet theme dovetails with the 2017 Kia Niro, which the company ballyhoos as a smarter kind of crossover. The spot was created by the David & Goliath agency, which is based in El Segundo, Calif.

Car humor won the day last year, too, when Hyundai took the prize for an ad starring Kevin Hart. This makes two years in a row for automakers after Anheuser-Busch InBev won it the three previous years.

Car companies drove off with Ad Meter’s second and third places too. Honda scored for a 60-second spot called “Yearbooks.” Real photos of nine celebrities in their youth come to life and talk about the power of dreams. They are (in alphabetical order) Amy Adams, Steve Carell, Viola Davis, Missy Elliott, Tina Fey, Magic Johnson, Jimmy Kimmel, Stan Lee and Robert Redford.

Audi offered “Daughter,” a powerful 60-second spot that shows a father watching his daughter weave her way down the course in a cart race. Her father worries about her place in the world as she drives to first place in the race. The ad fades to black as these words appear: “Audi of America is committed to equal pay for equal work. Progress is for everyone.”

“Born the Hard Way,” an ad telling the immigrant story of Budweiser co-founder Adolphus Busch, finished fourth. And “#BradshawStain” — Terry Bradshaw’s meta spot for Tide about a spot on his shirt — finished fifth.

Source

2017 Kia Niro | “Hero’s Journey”

Kia Motors' Georgia plant to pay tribute to Falcons' success

Kia Motors' West Point, Ga., manufacturing plant is planning to pay tribute to the Atlanta Falcons' success.

In advance of the Feb. 5 game, 51 Kia Optima sedans are being scheduled to run consecutively through Kia Motors Manufacturing Georgia's assembly shop on Friday Feb. 3 in the following color sequence: red, black, silver, red, black, white…

Enlarge"This is the first time in KMMG history we have run 51 sedans in a row (much less in this color mix) as we don’t build our vehicles in batches – normally you would see an SUV or two followed by the Optima and an SUV and another Optima with a mix of trim levels and options," a Kia spokesperson said in a statement provided to Atlanta Business Chronicle.

Also on Friday Feb. 3, KMMG employees are being invited to wear Falcons (and Patriots) jerseys or polo shirts instead of their regular team wear (uniforms). And, the Kia Café will be offering tailgate menu options to go with the spirit of the upcoming game.

"We are doing this to support our beloved Atlanta team and our hometown heroes. We know team members will enjoy supporting the Falcons on this day; and we think we can build even better quality cars, too, if we 'Rise Up' to the challenge to support the Falcons while showing that our plant has the number one team in the auto industry," the company said.

The company will be taking photos of the Falcons-color cars and employees in their jerseys throughout the day.

Source

Kia Motors Breaks New Ground With Planned Debut Of Super Bowl Ad On NiroBot For Messenger

IRVINE, Calif., Jan. 30, 2017 /PRNewswire/ -- On the verge of making its eighth straight appearance in the big game, Kia Motors today announced plans to debut the brand's Super Bowl commercial on the NiroBot for Messenger on Wednesday, Feb. 1. Starring actress Melissa McCarthy, the ad is the centerpiece of a multi-faceted marketing campaign for the all-new 2017 Niro which blends crossover style and utility with exceptional fuel economy of up to 50 mpg combined for the FE trim.  

"With its advanced technology and tremendous efficiency, the Niro sets a new standard in the market, and being the first bot for Messenger to debut a Super Bowl ad reinforces the idea that our newest crossover is like nothing consumers have ever seen before," said Michael Sprague, chief operating officer and EVP, Kia Motors America (KMA)

Kia was one of the first automotive manufacturers to utilize the bot platform and has achieved more than half a million engagements since the NiroBot was launched in November 2016. Developed and implemented by Ansible, KMA's agency partner, the interactive NiroBot chat experience includes guided vehicle discovery, expansive technical knowledge, step-by-step tutorials and test drive scheduling.

Created by David&Goliath, KMA's advertising agency of record, the ad traces a heroic and harrowing journey stretching from the polar ice caps to an arid desert, and continues to prove why the Niro is "a smarter kind of crossover."

A key component to Kia Motors' Green Car Roadmap, the Niro is a no-compromise choice that combines driving enjoyment with eye-catching design, functional utility and hybrid efficiency, thereby striking the perfect balance for today's consumers and staking claim to a unique position between the hybrid-electric vehicle and CUV segments. As part of Kia Motors EcoDynamics philosophy, the Niro represents an important next step on the path to nearly tripling the brand's global green car line-up by 2020.  A plug-in hybrid powertrain is due to be added to the car's line-up later in its life-cycle.

Source

Melissa McCarthy sent fleeing in the Kia Niro Super Bowl teaser

The Super Bowl is drawing near and with it comes a cavalcade of over-the-top and outrageously expensive mid-game ads. The cult of the commercial has grown so large that 60-second ads are getting 15-second teasers. For Kia's eighth year at the Super Bowl, the Korean automaker will be promoting its new hybrid, the Niro. The company released a new trailer hyping its third-quarter ad slot.

The teaser doesn't actually feature the Niro. Instead flag-waving actor Melissa McCarthy is shown screaming and fleeing across a field from some unknown assailant, presumably the Niro's rival, a Toyota Prius, done up like the War Rig from Mad Max Fury Road. Kia promises the game day commercial will trace "a heroic and harrowing journey stretching from the polar ice caps to an arid desert" all while showing why the Niro is a new type of crossover. We really just want to know what's written on the flag.

Source

CHRISTOPHER WALKEN ADDS “PIZZAZZ” TO KIA MOTORS’ SUPER BOWL COMMERCIAL FOR THE ALL-NEW OPTIMA MIDSIZE SEDAN

Kia is the First Brand to Utilize a New Technology Solution from Influential That Taps IBM Watson for Influencer Identification as Part of Multifaceted Marketing Campaign

Extended cut of “Walken Closet” can be viewed now at YouTube.com/Kia; 60-second broadcast version will debut during the fourth quarter of Super Bowl 50 #AddPizzazz social media campaign includes partnerships with Mobile First influencer platform Influential, social media creator network Niche, and lifestyle apparel brand Stance, to engage creators and generate content across a variety of channels

IRVINE, Calif., February 2, 2016 – There’s no one quite like Christopher Walken – he is an original.

And in Kia Motors America’s (KMA) 2016 Super Bowl commercial, the Academy Award-winner employs a colorfully stylish sock to demonstrate how the next generation Optima stands out in the midsize sedan segment filled with entries that look and drive the same.

Premiering today on YouTube.com/Kia – and set to air in the fourth quarter of the big game – “Walken Closet” is the centerpiece of Kia’s multiplatform campaign spotlighting the all-new 2016 Optima as the vibrant alternative for those searching for more in a vehicle segment whose hallmarks are basic, boring and uninspired. As Walken explains in the spot, “There are two kinds of people in this world. Those who are content to blend in … then there are those who expect more. They’re exciting. They have pizzazz.”

“No one is cooler or as instantly recognizable as Christopher Walken, and on advertising’s biggest stage Kia is out to show the world the all-new Optima delivers a level of refinement and sophistication unlike anything else in the midsize segment,” said Michael Sprague, chief operating officer and EVP, KMA.

Before and after the Super Bowl, the fully integrated campaign – created by David&Goliath, KMA’s advertising agency of record – brings the spirit of “Walken Closet” to life across multiple channels and breaks new ground in digital engagement, as Kia is the first brand to utilize a new technology solution from Influential, a Mobile First influencer platform, using IBM Watson to connect brands to some of the most highly engaged influencers on social media.

By tapping into IBM Watson’s Personality Insights API, Influential helped Kia select and activate the most relevant social media influencers for the #AddPizzazz campaign. Influential has gone beyond assessing typical metrics (like demographics and social reach) and is now able to analyze unstructured data pulled from an influencers’ social media feeds. This technology has enabled Kia to identify influencers based on previously hard-to-measure metrics – like how they are perceived by their followers and how well their specific personality fits the personality of the brand.

In the weeks leading up to the Super Bowl, nearly 100 of these influencers received a pair of the colorful Stance socks featured in “Walken Closet” and were encouraged to share how they “add pizzazz” to their lives on their social media channels. The content was then pulled into Kia’s Tumblr page, allowing people to find, connect, create and share additional content. In addition to the individuals Influential identified by personality, social media talent agency, Niche, and lifestyle apparel brand, Stance, also helped identify and engage select influencers.

“2016 marks Kia’s seventh straight appearance in the Super Bowl, and each year our goal is to deliver something upbeat, fun and memorable that aligns with Kia’s forward-thinking vision,” said Sprague. “We are never afraid to challenge conventional thinking and go our own way, and our #AddPizzazz efforts are the latest example of what makes Kia, and the Optima, stand out.”

As part of the campaign, beginning on Wednesday, February 3, consumers can download a $25 Visa® pre-paid card test drive voucher at Kia.com that is redeemable after eligible consumers visit a Kia dealership and complete a test drive of the all-new 2016 Optima.

About the 2016 Kia Optima

The all-new 2016 Optima is passionately designed and obsessively crafted with European styling, a refined premium interior and significant ride and handling improvements. Kia’s best-selling nameplate challenges the midsize sedan segment with three engine choices, including a new 1.6-liter turbocharged four-cylinder that’s mated to a seven-speed Dual Clutch Transmission (DCT), making the Optima more confident on the road than ever before. The roomier, more luxurious cabin features an impressive level of craftsmanship that comes standard across five trim levels. The all-new Optima is built at Kia’s plant in West Point, Georgia.*

Source

Christopher ‘Walkin Closet’ Featured in Kia’s Super Bowl Ad: Teaser

With the Super Bowl quickly approaching, Broncos and Panthers fans shouldn’t be the only people hyped about the Feb. 7 face off. Kia Motors has released a sneak preview of its Super Bowl commercial, which will feature Christopher Walken.

The 60-second commercial is aptly titled “Walken Closet,” and, not surprisingly, the preview shows Walken sitting in a large, walk-in closet. The new ad is for the 2016 Optima midsize sedan.

Car companies frequently tap in to the entertainment industry for Big Game commercials. Last year during the Super Bowl, Kia, Toyota and Jaguar took inspiration from “The Matrix,” the Muppets and villains from “Thor,” “The Avengers,” “Iron Man 3” and “Sherlock Holmes.”

Kia’s 2015 Super Bowl ad for the premium K900 replicated “The Matrix” trilogy to a T. The commercial brought back Laurence Fishburne in his leather trenchcoat to reprise his role as Morpheus.

Super Bowl commercial slots are still coveted in the advertising world. The average cost for a 30-second advertisement during the Big Game has increased 76% during the past decade, and reached $4.4 million in 2015, according to Kantar, a tracker of ad spending.

Ad “teasers” have popped up in recent years to capture viewers’ attention before the game even starts. Alongside Kia, Anheuser Busch and InBev have already given audiences a sneak peak.

Super Bowl 50 airs Feb. 7 on CBS.

Source