In Kia’s Super Bowl ad, the automaker’s electric EV9 powers a sentimental moment between a grandpa and his granddaughter.
The 60-second ad from David&Goliath begins by showing a 10-year-old figure skater performing in a packed arena. Her dad looks on as she nails her routine, only to be saddened by an empty seat normally filled by her grandpa. But her spirits are lifted after her dad drives her to her grandfather’s mountain home.
The ailing man looks on from a wheelchair inside the house as she performs her routine outside on a frozen pond, helped by the EV9’s onboard power station that electrifies a string of lights and speakers that pump out music. He scores it a perfect 10 by scribbing the number on a frosted window.