Kia - Joyride

February 07, 2010 | 1:00

Nostalgia continues its own joyride through Super Bowl XLIV in this minute-long entry from Hyundai’s Kia and the independent agency David & Goliath. Various childhood toys take a nighttime ride that grows progressively wilder before reverting to ordinary toy-ness in the backseat of the family car.

The ad introduced the 2011-model Sorento crossover, the first Kia built at the company's then-new plant in Georgia. It's also the beginning of a long run of Kia and David & Goliath Super Bowl ads, continuing with Super Bowl XLV the following year ("Epic Ride.")

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  • BrandKia
  • Year2010
  • AgencyDavid & Goliath
  • Superbowl #XLIV
  • Quarter aired