Melissa McCarthy certainly got a workout filming Kia’s Super Bowl ad this year. In the 25-second teaser above, titled “Run”, the comedian can be seen running for her life in the desert, looking back with complete horror. What’s she running from? We’re not quite sure.
In the next teaser, released days later, McCarthy is stuck on an iceberg, calling for roadside assistance as she promotes the 2017 Niro Crossover. The actress seems like she’s been put in some dangerous situations in these ads, and we’ll have to wait to find out what the deal is in the third quarter of tonight’s game.
Kia’s campaign is by David & Goliath, an ad agency founded in 1999 by just a few people. According to their site, the company is built on the “simple idea that no challenge is too big, too small or too difficult.” They write, “We are a full-service independent creative agency ready to take on Goliath marketing challenges. So what exactly does that mean? It means we create breakthrough ideas… In other words, we do it all for our clients.” According to Agency Compile, David & Goliath’s clients include Kia Motors Dealers, Universal Orlando, Barcardi, Monte Carlo Hotel Las Vegas, and MGM Mirage, to name a few.
Kia’s full commercial, which will be 60 seconds long, will air in the third quarter of the game. The car company recently revealed a bit more about the content of the ad to Adweek. “… the ad traces a heroic and harrowing journey stretching from the polar ice caps to an arid desert, and continues to prove why the Niro is ‘a smarter kind of crossover’ with its no-compromise package of style, utility and fuel economy of up to 50 miles per gallon combined.”
This marks Kia’s eighth consecutive year appearing in the Super Bowl. The Niro recently set a Guinness World Record for lowest fuel consumption while driving across America from coast to coast, reports Adweek.
You can also check out the two :15 ads, that McCarthy provides the voiceovers for, below.