Twenty-nine years ago this November, Bo Jackson blew through Brian Bosworth on his way to a classic touchdown run on Monday Night Football. Now Kia is reliving the moment Tecmo Bowl-style in a new campaign for the Sorento SUV.
The campaign, by Kia agency-of-record David&Goliath, mixes live action with a recreation of the classic 1980s-era Tecmo game. A 30-second spot called "Tecmo Bros" recreates the famous Bosworth-Jackson matchup. But in Kia's version, Mr. Jackson is driving a Sorento. And instead of plowing over Mr. Bosworth, he picks him up for a ride.
Another spot shows Mr. Jackson driving a Sorento 100 yards for a touchdown. The campaign will make its TV debut during NBC's "Sunday Night Football" broadcast this weekend.
In the real-life Nov. 30 1987 game, Mr. Jackson ran for 221 yards, in what ESPN called a night that marked the "birth of Bo and the end of the Boz," according to a 2015 retrospective.
Read more about the campaign over at AdAge.com.