Kia America is returning to the Super Bowl with a 60-second spot featuring the all-new, all-electric Kia EV6, the brand’s first dedicated battery electric vehicle. It stars a robotics dog, called (wait for it) Robo Dog.
The marketing campaign also includes a special Robo Dog “Turn Around Dance” on TikTok and a QR Code-based “Robo Dogmented Reality” experience that allows users to search for adoptable animals in their local areas through a partnership with the Petfinder Foundation.
On Friday, February 11, Kia will launch its first-ever TikTok integration, which will provide users a chance to dance with Robo Dog.
Kia’s Super Bowl spot is part of an integrated marketing campaign that includes a partnership between the automaker and the Petfinder Foundation designed to help shelter animals find homes.
The EV6 is the first of 11 all-new electrified models Kia will introduce globally by 2026 under Kia’s Plan S strategy.
Russell Wager, vice president, marketing, Kia America, says: “The EV6 marks the beginning of Kia as a sustainable mobility solutions provider and is the next step in our shift to electrification. To introduce over 100 million viewers to the Kia EV6, we wanted to juxtapose the future with the emotions we all know and understand today – the love that can be shared between a human and an animal.”
“We are proud to partner with Kia America for their Super Bowl campaign,” adds Toni Morgan, executive director, Petfinder Foundation. “Countless animals need loving and forever homes and we hope to place many of them over the coming weeks. The human-animal bond is vitally important and can bring years of happiness, comfort and companionship to both the animal and owner.”
Kia serves as the ‘Official Automotive Partner’ of the NBA, and offers a complete range of vehicles sold through a network of more than 750 dealers in the US, including cars and SUVs assembled in America.
Keyword: Kia America Returns to the Super Bowl With Spot Featuring the All-Electric Kia EV6 (And a Robo dog)