- Kia's new Super Bowl ad includes several celebrities.
- The automaker released a preview of the ad on YouTube.
- The ad will feature the brand's midsize Optima.
Kia's upcoming Super Bowl ad features a supermodel, a heavy metal band and a professional mixed martial arts fighter. Recently previewed on YouTube, the ad is dubbed "Drive the Dream" and focuses on the brand's Optima midsize sedan.
Although Kia has yet to release the ad in full, the automaker uploaded a 16-second preview to YouTube that includes supermodel Adriana Lima, a waving checkered flag and Pat Ballard's classic song "Mr. Sandman." After showing the scantily clad Lima with her hair blowing in the wind, the preview cuts to a tag line that simply reads "See you on Sunday."
But Kia says the full 60-second ad won't just include the popular Victoria's Secret Angel. According to the automaker, the ad will delve into the subject of dreams revealing hidden desires when it airs during the fourth quarter of Sunday's big game. In addition to Lima, other hidden desires will include heavy metal legends Motley Crüe, mixed martial artist Chuck Liddell, and - of course - the 2012 Kia Optima. We're not entirely sure how Kia plans to tie each of those things together in just one minute, but we're certainly eager to find out.
"With more than 100 million people watching the Super Bowl broadcast and millions more viewing content online around the world, Kia will once again deliver a memorable, one-of-a-kind campaign," said Michael Sprague, Kia's vice president of marketing and communications. "We selected an eclectic group of celebrities and personalities for 'Drive the Dream' to enable us to tap into a diverse body of fan bases and leverage each talent's expansive social media footprint."
The ad is a major departure from the automaker's 2011 Super Bowl ad, which featured its now-famous hamsters rapping that "you could get with this," pointing to the Kia Soul, or "you could get with that," pointing to a toaster. That ad earned Kia Nielsen's "Top Ad Award" at last year's New York International Auto Show and helped keep the Soul firmly planted in consumers' minds as an exciting alternative to bland transportation.
What it means to you: Kia's new Super Bowl ad will likely help even more people notice its handsome new Optima sedan.