Move over, Christopher Walken: comedian Melissa McCarthy has taken the celeb spot in Kia’s Super Bowl ad this year to shill for the automaker’s all-new 2017 Niro.
Kia has kicked off its Super Bowl 51 campaign with two teasers that feature McCarthy’s voice but not appearance. In the two teaser spots (below), created by Kia’s longtime agency David&Goliath, McCarthy gushes over the 2017 Niro using her usual quirky sense of humor.
The two teasers, which will begin airing on TV this week, are part of a larger marketing campaign that includes the one-minute Super Bowl ad that McCarthy will star in.
“The Niro blends great looks, real-world utility and outstanding fuel economy together in a way that consumers haven’t seen before, and these initial marketing elements focus on the fact that there’s now ‘a smarter kind of crossover’ out there for consumers to discover,” said Michael Sprague, chief operating officer and EVP of Kia Motors America, in a statement. “We’ve got a fantastic story to tell about the Niro’s uniquely alluring yet practical package, and the incredibly talented Melissa McCarthy is the perfect partner to help us do it.”
Last year, Kia used its Super Blow slot to promote the Optima in a spot starring Christopher Walken.