Every year automakers spend millions of dollars on a 30 or 60 second Super Bowl ad and Kia is no different. What makes this one event so special is the sheer amount of viewers that tunes in, with around 112 million people watching the show last year and a staggering 61 million people staying on for the post-game show.
This year's submission from Kia features the much celebrated Stinger GT and who better to appear alongside a "legend in the making" than Aerosmith's frontman Steven Tyler. Also appearing in this year's Stinger ad was Emerson Fittipaldi, a legend in his own right as we won both the Formula One World Championship and the Indianapolis 500 twice.
Titled "Feel Something Again", the ad features a very gracefully aged Tyler walking towards a red Stinger in what would assume to be a race against Fittipaldi. But instead of putting the car in drive, he shifts it to reverse and turns back the clock to the 1970s. Those were the times of high-waisted jean wearing fans with big hair and a love for Aerosmith. Channeling their youth, the fans charge towards a younger looking Tyler at the prime of his youth. What's more, Kia chose to use the cinematic remix of "Dream On", one of Tyler's biggest hit, as the ad's sountrack.
"The Stinger is the dream car driving enthusiasts have been longing for with its head-turning design, premium amenities and heart-pounding power at an incredibly value-packed price," said Saad Chehab, vice president, marketing communications, Kia Motors' America. "As one of the youngest mainstream car companies in the U.S., our youth - and the fearlessness that comes with it - is Kia's strength, and the youthful mindset we share with Steven Tyler and Emerson Fittipaldi is on full display in our Super Bowl ad."