A breaching whale. A falling tree. A charging rhinoceros. These are just
some of the extreme challenges Melissa McCarthy faces in Kia Motors’
Super Bowl ad for the all-new 2017 Niro crossover. Debuting online
today, “Hero’s Journey” is scheduled to air in the third quarter of the
big game and finds McCarthy – who is only “trying to help” – braving the
open ocean, climbing high up into the treetops, and traveling in the
Niro, the most fuel efficient crossover in America[i].
With a hilarious and courageous leading lady who is ready, willing and
able to pitch in and do her part for just about anything, “Hero’s
Journey” is fantasy adventure at its finest and the centerpiece of a
multifaceted campaign showcasing the all-new Niro as a no-compromise
package combining driving enjoyment with eye-catching design, functional
utility and record-setting
fuel economy. Created by David&Goliath, KMA’s advertising agency of
record, the spot will entertain across multiple platforms before and
after the Super Bowl.
“For years, I’ve been trying to find the perfect project that combined
the real threat of me breaking every bone in my body, with my desire to
help save the environment. Thanks Kia!!! XOXO Love, Melissa,” said
McCarthy.
As part of the spot’s rollout, Kia was the first advertiser to debut a
Super Bowl commercial on Facebook Messenger. During the big game on
Sunday, consumers engaging with the interactive NiroBot for Messenger
will have the opportunity to win MPGs (“Melissa’s Precious Gear”),
including more than 40 props and assorted items from the set of the
commercial.
“People will go to great lengths to support the causes they are
passionate about, and the Niro is a ‘smarter kind of crossover’ for
those looking to go green without making sacrifices,” said Michael
Sprague, chief operating officer and EVP, Kia Motors America. “The Niro
is like nothing consumers have seen before, and with an audience of over
100 million people tuning in, Melissa McCarthy is the perfect partner
to tell the world about Kia’s uniquely alluring yet practical new
crossover.”
A key component to Kia Motors’ Green Car Roadmap, the Niro strikes the
perfect balance for today’s consumers and stakes 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.
Comparison based on 2016 and available 2017 crossovers as of January
2017, excluding electric and plug-in hybrid vehicles. Niro EPA
estimated MPG city/highway/combined FE 52/49/50, LX 51/46/49, EX
51/46/49, Touring Launch 46/40/43, Touring 46/40/43. Actual mileage will
vary with options, driving conditions, driving habits, and vehicle
condition.
