Kia Returns to the Super Bowl With Emotional ‘Perfect 10’ Ad

The spot is set to the tune of Cat Power and Coldplay’s collaborative track “Wish I Was Here.”

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Kia is back at the Super Bowl for 2024 with a 60-second film featuring the \new 2024 Kia EV9.

In a heartwarming film set to the tune of Cat Power and Coldplay’s collaborative track “Wish I Was Here,” a determined young figure skater concludes her program, then looks toward the stands only to find an empty seat beside her father. Sensing his daughter’s disappointment, the father takes action, steering their car away from the arena and into the snowy wilderness. Amidst the serene landscape, they arrive at a secluded cabin nestled by a frozen pond.

The father strings the surrounding bushes with lights and sets up a speaker, powered by the EV9. With the makeshift ice rink illuminated and the music playing softly, the young skater delivers a flawless encore performance, while from inside the cabin, her grandfather watches with pride.


 

Created by David&Goliath, Kia’s creative agency, additional campaign includes a:30, 15 and 06-second cut downs of the :60-second spot, as well as digital, print, and social media extensions.

“The Kia EV9 is electric like you’ve never seen, and ‘Perfect 10’ will introduce our groundbreaking three-row EV SUV to more than 100 million people with a heartwarming story about the power we all have inside of us, the power to make someone smile,” said Russell Wager, vice president, marketing, Kia America.

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