Kia recently announced that it will be debuting its commercial Space Babies during the fourth quarter of Super Bowl XLVII on February 3. The automaker hopes to encourage Americans to buy its new cars, as more than 100 million people are expected to tune in to watch. The ad will feature the 2014 Kia Sorento CUV taking an “epic journey” to help answer “where babies come from.”
“As the marketing event of the year, the Super Bowl is a high-profile platform that Kia has used very successfully in each of the last three years to launch new vehicles and raise consumer awareness and perception for the brand,” said Michael Sprague, executive vice president of marketing and communications, KMA. ”Every day is an adventure in parenting, and ‘Space Babies’ is an entertaining look at life’s challenges and the many ways the Sorento’s long list of technologies and amenities can make getting through the day just a little bit easier.”
Kia is coming off a record-setting sales year, after it delivered 557,599 units throughout 2012.
“Kia is a completely different company from what it was just three years ago, and 2012 will go down as a milestone year that demonstrated the power of our brand transformation, which began with the arrival of the Soul in 2009,” said Byung Mo Ahn, group president and CEO of KMA and KMMG. ”As Kia continues to grow and strengthen the brand, we remain committed to advancing value to new levels of sophistication by introducing vehicles with world-class design, technology and amenities.”
The automaker is releasing the new 2014 Kia Sorento and Forte in the new year.
Other automakers’ Super Bowl ads
Kia is not the only automaker looking to take advantage of the Super Bowl for advertising. Both Volkswagen and Toyota recently released teaser videos on YouTube of their commercials, which will also be featured during this year’s big game. The Volkswagen ad will feature the most viral internet stars that have become famous for their breakdowns. The name of the ad is fitting, encouraging these people to Be Happy.
Toyota’s teaser showed CBS Big Bang Theory star Kaley Cuoco going around granting ridiculous wishes while walking her Chihuahua. At the end, she gets into a Toyota RAV4 with what appears to the Easter Bunny.
In 2012, Volkswagen’s The Dog Strikes Back Super Bowl ad was named one of the leading ads on YouTube. The automaker fetched the No.1 ad in 2011 with The Force Super Bowl ad, which attracted 55 million views online.