Kia is wasting no time in teasing its Super Bowl ad this year. After releasing two short teaser spots last week, the automaker has now released another teaser spot that stars its celebrity spokesperson Melissa McCarthy.
The latest teaser purposefully leaves viewers in the dark as to what sort of conundrum the comedian will find herself in come game day – it simply features McCarthy decked out in safari gear as she frantically runs through a desert. The spot ends with the message “get ready for the third quarter,” the automaker’s ploy to get viewers hyped up for its post-halftime Super Bowl spot.
The campaign, created by Kia’s longtime agency David&Goliath, is centered around the brand’s 2017 Niro crossover and its fuel economy benefits. The one-minute Super Bowl spot will mark Kia’s eighth consecutive appearance in the game.
Last year, Kia used its Super Blow slot to promote the Optima in a spot starring Christopher Walken.