Kia America is getting ready for the 2024 Super Bowl. The South Korean brand is returning to the NFL grand finale for the third straight year, this time advertising the EV9 flagship SUV.
The brand will broadcast a 60-second spot that focuses on the concept of sustainable mobility to highlight Kia's position as a leader in the field. Multiple sources have reported that the average cost of a 30-second ad during the 2024 Super Bowl will be $7 million, the same as in 2023. This means that for one minute on air, Kia will pay $14 million.
It is Kia's 15th appearance at the Super Bowl, which makes it one of the most consistent carmakers present at the Big Game. During the most watched annual television event, the EV9 will be the VIP of the brand. It is the first mass-production three-row electric SUV in the United States.
The carmaker started manufacturing the model in 2023 at the Gwangmyeong plant in South Korea, but the EV9 will also be produced in Kia's facility in West Point, Georgia. The mid-size SUV will be on sale with limited inventory across all 50 states.
The EV9 goes into the grand finale for its third straight Big Game appearance with quite a reputation. It has recently been named North American Utility Vehicle of the Year by the North American Car of the Year (NACTOY) jury.
This year's spot, just like in 2023, is produced by the David & Goliath advertising agency. Last year, Kia advertised the Telluride SUV. The video ad told the story of a family starting on a road trip. But when they arrive at their destination, they remember that they forgot the baby's pinky.
So, the father has to race back home in his Telluride, with everyone watching his adventure on social media and on live TV, to recover the precious baby binky. But the one he brings is not the baby's favorite.
In 2023, we got to see the Robo Dog chasing after the EV6 electric crossover. It goes on low battery while running after it and gets recharged with electricity from the zero-emission model before showing its pretty high-tech puppy eyes.
Kia missed the 2021 NFL final. One of the brand's most popular ads at the NFL final was the one from 2015 starring the Kia Sorento and former James Bond Pierce Brosnan, who was hungry for adventure and an action-packed movie. But he got to drive at 30 mph instead of 200, as he was hoping, had to face an owl instead of a sniper, a moose instead of a missile launcher, and a mountain cabin instead of an explosion.
We have yet to see what the EV9 will go through during the 60-second spot this year. But we can take a wild guess and imagine that Kia is going to put its best foot forward with the top-of-the-line variant in the 2024 video ad.
That is the all-wheel drive EV9 with a dual-motor setup, 380 horsepower (385 metric horsepower), and a 99.8-kWh battery pack. This variant can do the 0 to 62 mph (0 to 100 kph) run in 5.3 seconds and reach a top speed of 124 mph (200 kph). The EV9 Long Range can drive as far as 280 miles (451 kilometers), according to EPA, before it needs to be plugged in again.
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