Kia will return to the Super Bowl for its eighth straight year with an ad from David & Goliath, its agency of record since 2000. The brand released two teasers, ‘Run’ and ‘Iceberg’, both featuring Melissa McCarthy. 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.
Kia Niro Super Bowl 2017 Teaser, ‘Melissa McCarthy Uses Heated Seats’
Melissa McCarthy’s penguin passenger gets a little testy when the seat is too hot, so she turns on the ventilation system. Watch for Kia’s full Super Bowl LI commercial Feb. 5, 2017 on FOX.
Duration: 15s
Status: Online-Only
Advertiser: Kia
Advertiser Profiles: Facebook, Twitter, YouTube
Product: 2017 Kia Niro
Mood: Funny
Hashtag: #SmarterWay
Super Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Actor: Melissa McCarthy
Production: Matthijs Van Heijningen
Animals: Penguins
Agency: David & Goliath, MJZ
Kia Niro Super Bowl 2017 Teaser, ‘Melissa McCarthy Escapes With Her Camera’
Do you hear those footsteps? That’s the sound of why you need a backup camera when you’re on safari…and you’ve angered a rhinoceros. Watch Melissa McCarthy (try to) save the world in Kia’s full Super Bowl LI commercial Feb. 5, 2017 on FOX.
Duration: 15s
Status: Online-Only
Advertiser: Kia
Advertiser Profiles: Facebook, Twitter, YouTube
Product: 2017 Kia Niro
Mood: Funny
Hashtag: #SmarterWay
Super Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Actor: Melissa McCarthy
Production: Matthijs Van Heijningen
Animals: Rhinos
Agency: David & Goliath, MJZ
Kia Niro Super Bowl 2017 TV Commercial, ‘Hero’s Journey’ Feat. Melissa McCarthy
In Kia’s Super Bowl LI commercial, Melissa McCarthy walks the path of an environmental hero by protecting the whales and icecaps as well as saving the trees and rhinos. Her crusading isn’t a smooth ride, however, as she’s capsized by a whale, hugs a soon-to-be-felled tree, falls down a handmade crack in the ice and finally gets horned by a charging rhino. While it may be hard to be an eco-warrior, at least Kia lets you drive like one.
Duration: 60s
Status: Online-Only
Advertiser: Kia
Advertiser Profiles: Facebook, Twitter, YouTube
Product: 2017 Kia Niro
Tagline: “A Smarter Kind of Crossover”
Songs: I Need a Hero – Bonnie Tyler
Mood: Funny
Hashtag: #SmarterWay
Super Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Actor: Melissa McCarthy
Production: Matthijs Van Heijningen
Animals: Rhinos, Whale
Agency: David & Goliath, MJZ
Kia – Super Bowl 2017 Pre-game Performance
| Performance Insights
Digital SOV: 3.81% Social Actions: 49,709 Earned Views: 2,960,942 Sentiment: n/a Gender: n/a Primary Age: n/a Tune Out Rate: n/a |
Media Measurement
Online Views: 5,480,341 Social Impressions: 16,945,083 TV Impressions: 2,395,484 Facebook Views: 1,694,422 Airings: Online Only Est. TV Spend: $0 |
Kia – Super Bowl 2016 Pre-game Performance
| Performance Insights
Digital SOV: 1.43% Social Actions: 18,247 Earned Views: 3,117,207 Sentiment: 73% positive Gender: 49% Males | 51% Females Primary Age: 25-34 (30%) Avg. View Rate: n/a |
Media Measurement
Online View: 3,743,186 Social Impressions: 6,000,755 TV Impressions: n/a Facebook Views: 20,924 Airings: Online Only Est. TV Spend: $0 |
Kia – Super Bowl 2016 Game Day Performance
| Performance Insights
Digital SOV: 0.81% Social Actions: 11,720 Earned Views: 285,583 Sentiment: 91% positive Gender: 58% Males | 42% Females Primary Age: 35-44 (38%) Avg. View Rate: 99.67% |
Media Measurement
Online View: 288,125 Social Impressions: 40,411,882 TV Impressions: 68,116,052 Facebook Views: 1,561 Airings: 2 Est. TV Spend: $9,100,245 |
Kia – Super Bowl 2016 Overall Performance
| Performance Insights
Digital SOV: 0.85% Social Actions: 39,546 Earned Views: 5,031,720 Sentiment: 76% positive Gender: 55% Males | 45% Females Primary Age: 25-34 (21%) Avg. View Rate: 99.67% |
Media Measurement
Online View: 5,675,058 Social Impressions: 48,591,307 TV Impressions: 68,563,052 Facebook Views: 28,974 Airings: 55 Est. TV Spend: $11,844,209 |