Melissa McCarthy Is Trying to Save the Planet in Kia's Super Bowl Spot

Viewers Will Also Be Able to Buy Props From the Ad

Published On
Feb 01, 2017

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So now we find out why Melissa McCarthy was seen running across a desert, and stuck on an iceberg, in the teasers for Kia's Super Bowl campaign.

The full spot, unveiled today, reveals that she was actually on a mission to be an eco-warrior -- being called upon to save the whales, the trees, the melting polar ice caps and the rhinos. All of these scenarios end with some kind of comic mishap. The message of the spot is that it's hard to be an eco-warrior, but with the Kia Niro crossover you can do your bit for the environment.

MJZ's Matthijs Van Heijningen directed the spot for agency David & Goliath. It'll air in the Super Bowl third quarter. As part of the spot's rollout, Kia was the first advertiser to debut a Super Bowl commercial on Facebook Messenger. During the big game, consumers engaging with the interactive "NiroBot" for Messenger will have the opportunity to win MPGs ("Melissa's Precious Gear"), including more than 40 props and assorted items from the set of the commercial.