KIA JOYRIDE

Toys go on a road trip for Kias first Super Bowl spot.

IDEA

For their first Super Bowl commercial KIA targeted new parents. We ditched the clichés of the perfect car for the perfect life, and acknowledged life as it really is -- seats littered with rice cake crumbs, juice boxes and toys…. lots of toys. Enter a gang of toys including a life-size sock monkey, toy robot, teddy bear, as well as Muno (from kids show Yo Gabba Gabba!) and Mr. X (from the Blabla dolls collection) who embark on an action packed road trip to Las Vegas,

On kiamotors.com we expanded upon the lives and stories of our animated characters, creating shareable postcards and content for parents and their kids.

RESULTS

The 2011 Kia Sorento was the first vehicle from the new Kia plant in West Point, Georgia and the campaign was the largest campaign in company history and the first-ever Super Bowl Spot for Kia.

The song "How You Like Me Now" by The Heavy became an instant hit.

AdForum Best Super Bowl ads of 20120.

TIME TV critic James Poniewozik graded the ads of Super Bowl XLIV and said “Look, I'm biased. You put Muno from Yo Gabba Gabba! and a sock monkey in a Super Bowl ad, kicking it Vegas-style, and I don't care if you're selling cyanide pills: I'm there. A strange and disturbing — but in a very good way — fantasy about the secret lives of toys to suggest that your suburban Kia Sorento is more exciting than it lets on. Grade: A”