Aerosmith's Steven Tyler turns back the wheels of time with a lap around the racetrack in Kia's 2018 Super Bowl ad. The aging Aerosmith frontman rediscovers his youth in a dusty, barren track in the middle of nowhere by squaring off against racing legend Emerson Fittipaldi.
But instead of zooming forward, Tyler throws his Kia Stinger in reverse, setting off what amounts to be a trip back in time that leaves him younger and wrinkle-free, greeted by screaming fans straight outta the 1970s.
The spot seems aimed at Tyler fans, such as aging baby boomers, who might emotionally connect with the appeal of shedding a few years. "Feel Something Again" appears in text on the screen as the Stinger performance sedan is plugged in the ad copy as being "fueled by youth."
The 60-second spot was created by David & Goliath and directed by MJZ's Nicolai Fuglsig. The last time viewers saw Tyler in a Super Bowl, he was still old, appearing two years earlier on behalf of Skittles ("The Portrait").
AGENCY: David & Goliath
QUARTER AIRED: Q3