This advertisement is a classic comedy starring very famous actress Melissa McCarthy. Using a series of hilarious events, Melissa travels in her Kia around the world in attempt to save the environment.
The commercial starts out with Melissa driving in her car, and gets a notification that she should “save the whales.” The clip changes and Melissa is in the middle of the ocean on a speed boat, with water flying into her face, eyes, and hair, and she gets completely flung hundreds of feet into the air by a whale off her boat and hits the side of a cruise ship falling into the water. The commercial quickly clips the luxury Kia Niro driving up a mountain, in crisp navy blue, and then quickly switches again to McCarthy on the top of the tree hanging up a sign to “SAVE THE TREES”. We hear a crack, and the trees immediately fall and overlap a cliff where she Is flung off the tree and into a river. The commercial clips again to the Kia driving in the middle of the snowy winter, and then clips to Melissa on top of an ice glacier, placing a sign that says “Save the Ice Caps”. As she places the sign, the ice cap splits and Melissa falls right into the middle. The commercial goes through clipping the Kia driving through every season, and then a clip of Melissa saving the environment in every different scenario.
At the end of the commercial, we hear a deep voice tell us that “it is hard to be an eco-warrior, but it is easy to drive one.” With this statement Kia is acknowledging that their Kia Nio is a very eco-friendly car. The Nio is an Eco Hybrid that attempts in saving the environment. In our society, people try to help the environment in the easiest of ways, and Kia is helping to explain that we do not have to travel around the world and visit the things that need to be saved, but even driving an eco-friendly car can make you a person who helps the environment. With the use of their #SmarterWay, they try to make people make the conscious switch to drive an eco-friendly vehicle.
Michael Sprague, the COO of Kia Motors America, tells us “The Niro blends great looks, real-world utility and outstanding fuel economy together in a way that consumers haven’t seen before, and these initial marketing elements focus on the fact that theres now ‘a smarter kind of crossover’ out there for consumers to discover”. Although Kia primarily focus’ on how consumers can benefit the society, there are other aspects to the Kia that benefit the consumer as well. The Kia Niro recently set a Guinness World Record for the lowest fuel consumption while driving across the U.S. from coast to coast.
Kia has an extensive history of utilizing famous actors and actresses in their advertisements in order to grab the attention of their popular customers. Throughout a series of super bowl adds they have continued to become more successful over the years.