Super Bowl ads are big business. Not only do corporations spend millions of dollars for a spot during the game, the spend millions more producing the ads themselves. (Full disclosure: The Magic Fridge is still my all time favorite.) The folks at Kia have a habit of putting together some memorable ad campaigns. The Kia Soul is really little different in size and execution than the Scion D, but the happy hamster campaign from a few years ago made the Soul a smash hit, while the Scion D languished on dealer lots. This year, the Kia Niro — the company’s new crossover — gets front page attention in a new Super Bowl ad designed to highlight is eco-friendly nature.
The Super Bowl ad feature Melissa McCarthy, who starred for 6 years in the CBS comedy show Mike & Molly. That role earned her an Emmy Award for outstanding lead actress in a comedy series. McCarthy has also received an Emmy for her work as a host on Saturday Night Live for four years. She is a well know environmental activist when she is not working as an actress.
That’s the tie-in with the Kia Niro. This is the Kia version of the Hyundai Ioniq. The two cars are identical mechanically but the Kia is dressed up in crossover SUV style while the Ioniq is a 5 door hatchback sedan. Since crossovers are the hottest segment of the passenger car market at present, Kia stands to score a bullseye when it comes to marketing savvy.
I drove the Kia Niro at a press event in San Antonio last year and came away highly impressed with the car. And no, I am not just saying that because I hope Kia will invite me to another press junket someday (although that would be nice!). The car gets simply stunning gas mileage at 51 mpg combined according the the EPA. If you can find another crossover that offers that kind of fuel efficiency, buy it. But that’s not all. With its 6 speed DSG automatic transmission, the car is a blast to drive. Take that, all you CVT equipped fuel sippers!
Oh, and one more thing. The Kia Niro is drop dead gorgeous. At least it is to my eye. When I arrived in San Antonio for my press event, there was a white car parked outside the hotel, bathed in soft neon light. I had never seen the car before and my first impression was that it was something new from Mercedes. If you don’t like the look of the Kia Niro, you just don’t like cars.
And so, without further ado, here is an advance look at the Super Bowl ad you will see during the third quarter of Sunday’s game, in which the New England Patriots, led by Tom Terrific, will administer a sound drubbing to the upstart Atlanta Falcons, led by Matty Ice. If the ad piques your interest in the Kia Niro, make your way to your nearest Kia dealer after the game. Tell ’em Tom Brady, the best quarterback who ever lived, sent you!