In Kia’s “Robo Dog,” a lonely robot dog in a store pines for someone to adopt him and take him home. He spots the owner of an all-electric Kia EV6 on the street and escapes the store to chase after him. Though his plan seems to be on the verge of failure—his battery runs out at the worst possible moment—the Kia driver ends up saving the day by recharging the pooch and taking him home.
The 60-second spot—the 13th Super Bowl ad in a row for Kia—was released a week before the Big Game and was accompanied by a social campaign on TikTok in which users were invited to dance with Robo Dog through an augmented reality experience dubbed “Robo Dogmented Reality.” The activation was produced in partnership with the Petfinder Foundation.
Director Noam Murro helmed “Robo Dog” and agency David & Goliath produced it.
(Kia’s 2020 spot featured Raiders running back Josh Jacobs putting a spotlight on youth homelessness.)
Brand: Kia
Agency: David & Goliath
Quarter Aired: 3
Super Bowl: LVI
Year: 2022
