Kia is coming back to the Super Bowl for the seventh straight year. A spokeswoman confirmed that the automaker has purchased ad time in the Feb. 7 game but declined to share other details.
For its 2015 Super Bowl commercial, Kia plugged the Kia Sorento with an ad by David&Goliath that was pre-released on the Monday before the game. The 60-second ad ran in the third quarter and featured former James Bond actor Pierce Brosnan. In the spot, he imagined a high-speed getaway only to be shown taking a slow ride up a steep mountain.
Kia's immediate sports marketing focus is on the National Basketball Association, which begins regular season play on Tuesday. Four new ads for the Optima midsize sedan feature regular Kia endorser and NBA star Blake Griffin. The ads are by David&Goliath and show Mr. Griffin "in the zone" as time slows down while he excels at basketball. The ads visually portray his calm demeanor by showing him partaking in regular, everyday activities -- like reading a newspaper -- while also dunking.
Kia is an official NBA sponsor. Mr. Griffin started his relationship with the brand in 2011. "Our partnership with Blake has played a significant role in Kia becoming the most recognized automotive brand among basketball fans across the country, and in this new campaign he's back and better than ever with his distinctive deadpan humor," said Tim Chaney, VP of marketing communications for Kia Motors America.