This marks KIA’s first involvement in the biggest sporting event in the world. The 60-second spot is called “Joyride Dream” and features a colorful cast of life-size children's characters – including Muno (from YO GABBA GABBA!, the award-winning series and live tour, produced by W!LDBRAIN and The Magic Store), Sock Monkey (Fox River Mills, Inc.), MR. X (BLABLA KIDS collection), Robot and Teddy Bear.
“Created by David&Goliath, "Joyride Dream" speaks to young couples who are entering a new life stage and facing adult responsibilities while still desiring the style, freedom and fun they've always enjoyed,” read the company’s press release.
The ad will air during the third quarter of the game and will feature the song "How Do You Like Me Now" by indie rock band The Heavy as soundtrack.
"The Kia brand is becoming increasingly relevant in the U.S., and the arrival of the first vehicle from the new Kia plant in West Point, Georgia is the perfect time for the brand to use the Super Bowl advertising stage to introduce the all-new 2011 Sorento to more than 100 million people watching the game," said Michael Sprague, vice president of marketing, KMA.
"New parents often find their vehicles' back seats cluttered with toys and child TV show characters, so assembling the cast of 'Joyride Dream' provided a clever way to showcase Sorento's unique combination of just-right size, style and amenities that enables young couples to enjoy their new lifestyle to the fullest," said Sprague about the meaning of the commercial.
If you happen to miss the game (or the commercial break for that matter) or just can’t wait until the game time, you can watch the whole spot on www.kiasorento.com.
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