After a brief break during which Kia Motors determined to skip the Tremendous Bowl LV “advert parade” to as an alternative broaden its charitable actions in assist of America’s youth, the carmaker returns to the Huge Recreation with a super-cute spot, by means of which the model reveals that its efforts to do good proceed. The advert, developed with the assistance of David&Goliath company, is a part of an built-in advertising and marketing marketing campaign selling its all-new, all-electric Kia EV6, as is being chased by an awwdorable, four-legged robotic pal.
Through the “Robo Canine” advert, the model’s thirteenth Tremendous Bowl spot, the automaker not solely showcases the innovation of its first devoted battery electrical car but in addition explores the bond between people and animals, hoping to encourage folks to offer shelter animals a spot they’ll name dwelling. In delivering its message, Kia introduces the viewers to a plug-in, wide-eyed electrical doggo, ready for somebody to note its presence on an electronics retailer’s shelf.
The spot opens with the pet staring out the window and seeing one other canine, a “actual” one, getting a whole lot of consideration from a passerby. Regardless of being an electrical canine, the identical attention-seeking habits different canines have run by means of its wires. Discovering a companion and a shelter to cost its battery with affection would imply the world to it, as this indicators the tip of our hero’s seek for its without end dwelling.
On the sight of a person who drives away after having unplugged his Kia EV6 from a charging station and eager to dwell a life totally charged, the canine finds an ideal probability to “escape” from the shop and (actually) chase its dream. Whereas Bonnie Tyler’s “Whole Eclipse of the Coronary heart” performs within the background, we see the pet operating after the person within the EV6, hoping that they may ultimately meet.
A collection of obstacles pop up in its method, making it lose a few of its energy. When the canine is about to lastly meet the item of its affection, it runs utterly out of juice. Fortunately, due to the automobile’s onboard energy station function, the robo pet not solely will get to recharge its battery but in addition finds an ideal companion for the remainder of its life.
“The EV6 marks the start of Kia as a sustainable mobility options supplier and is the subsequent step in our shift to electrification,” explains Russell Wager, Vice President of Advertising, Kia America. “To introduce over 100 million viewers to the Kia EV6, we needed to juxtapose the long run with the feelings everyone knows and perceive right this moment — the love that may be shared between a human and an animal.”
The marketing campaign additionally features a partnership with the Petfinder Basis, by means of which Kia seeks to assist shelter animals discover a dwelling. This collaboration marks the newest initiative below the automaker’s “Speed up The Good Program.” “At Kia, we proceed to provide again to the communities during which we work and dwell,” continues Wager. “We checked out points that wanted consideration and located that in the course of the pandemic, many animals had been adopted solely to sadly be returned later, so we needed to assist.”
Apart from broadcast, print, OOH, and social media elements, the model communicates with animal lovers by means of a few interactive components: the “Robo Dogmented Actuality” net expertise and a “Flip Round Dance.” The AR journey invitations customers to scan a QR code and produce the beautiful Kia doggo inside their homes, permitting them to get a digital glimpse of what it feels wish to have a pet.
The dance marks Kia’s first-ever TikTok integration, enabling customers to bop with Robo Canine to Bonnie Tyler’s music. Each time the customers hear the “flip round” half, the canine turns, with the general public invited to do the identical. To share the enjoyable and heartwarming message, the model gathered 5 TikTok creators in its workforce, hoping to encourage folks to discover a trustworthy companion in a shelter animal.
“We’re proud to accomplice with Kia America for his or her Tremendous Bowl marketing campaign,” concludes Toni Morgan, Government Director, Petfinder Basis. “Numerous animals want loving and without end properties and we hope to position a lot of them over the approaching weeks. The human-animal bond is vitally vital and might deliver years of happiness, consolation, and companionship to each the animal and proprietor.”
https://www.youtube.com/watch?v=HoNMz_OV_dI
Credit:
Consumer: Kia America
Company: David&Goliath
