Kia America is set to showcase the 2024 Kia EV9, the first three-row EV SUV for the mass market in the U.S., in a 60-second commercial during the Super Bowl. The advertisement marks the launch of an extensive marketing campaign that emphasizes the inherent power within everyone to positively impact others, with the EV9 portrayed as a symbol of this message.
Instead of addressing consumer’s range anxiety, fear that EVs may leave them stranded in the cold as recently widely publicized during a Chicago cold snap, value compared to 3-row internal combustion SUVs, or the actualized environmental impact of EVs considering mining for rare earth minerals needed for batteries, Kia’s ad instead focuses on a nearly wholly emotional narrative.
A young figure skater completes her routine and is disappointed to find a special spectator missing, despite her father being present. Afterward her performance at the skating rink the two drive to a cabin where, using their EV9’s V2L feature (the only practical EV9 feature highlighted in the ad), her father sets up an impromptu ice skating rink complete with lighting and music. She skates again, this time for her grandfather who watches from inside the cabin.
Russell Wager, Vice President of Marketing at Kia America, has announced the debut of the Kia EV9, an innovative electric three-row SUV. The vehicle will be introduced to over 100 million people through a campaign named ‘Perfect 10’, which will highlight a touching narrative about the inherent power every individual has to bring joy to others.