EV6/Super Bowl
Kia/Super Bowl/EV6 Launch
It was 236 days from the time we briefed Super Bowl to the actual game. We must have seen a thousand scripts. One just kept coming back. A rechargeable, electric dog. A rechargeable, electric car. Could it be that simple? Growing up, Bonnie Tyler was a Billboard Top 20 juggernaut. I have equal measures of love and disdain for this song. But the over-the-top melodrama of it worked so well with the film.
USA Today AdMeter
Kia finished 4th in USA Today AdMeter. Without a celebrity. My best Top-10 finish.
Response
Sometimes a Super Bowl spot takes on a life of it’s own. Thankfully, this was one of those times.
Today Show
The folks over at The Today Show had some nice things to say. This is when my Mom really started paying attention.
Kia Pet Adoption Grants
Gandhi famously said “The greatness of a nation and it’s moral progress can be judged by the way its animals are treated.” I agree. Many pets were adopted at the head of the pandemic. Unfortunately, many of them were abandoned or returned when owners began to understand the challenges of pet ownership. We try to infuse every launch with a purpose-based effort. Just a way to make the world a slightly better place. By partnering with Petfinder.com to create a grant to help shelter pets, Kia is helping non-robotic animals across the U.S. find their forever home.
Dogmented Reality/AR Mobile Web
When we finally settled on a design for Robo Dog, it was swiftly apparent that we should figure out a way for people to play with him outside the 2D world. We designed a mobile web AR app using the CG model from the actual spot. The experience links out to Kia’s pet adoption grants page.
Robo Dog TikTok Challenge
We also built a TikTok model of Robo Dog. The idea was to turn around every time the refrain from “Total Eclipse of The Heart” said the words “turn around”. The human TikTokers got it. The canine TikTokers? Not so much. Nevertheless, the dogs have a beautifully clueless charm. Once again, we used this platform to raise awareness of our pet adoption grant initiative.
Robo Dog NFT
If you have an asset that translates well into an NFT, it can be a great way to raise money for a cause. This is mine. “Storm”. She’s relatively rare. But I think I’m going to keep her. Once again the money helps fund Kia’s Pet Adoption Grant program.
“STICK”/TVC/DIGITAL
The EV6 features electronic all-wheel drive. The perfect way to hold the road. Even if your Robo Dog can’t seem to hold on to anything.
“PARK”/OLV/DIGITAL
EV6 also has a projected AR HUD. We spent a lot of time getting the eyes right on this. They had to be the kind no human could refuse.