Kia Niro Hero's Journey

  • EMOTION INTO ACTION SCORE 85.05
  • YEAR 2017
  • Parent company Hyundai Motor Group
  • AGENCY David&Goliath
  • CATEGORYAutomotive
  • SUB-CATEGORY Auto
  • REGION North America
  • COUNTRY United States
  • MEDIUM TV Short

Our Opinion

Kia’s “Hero’s Journey” isn’t just the best Super Bowl ad of 2017, it’s the perfect showcase for this year’s big themes. One was humor, which has been on the rise in recent years and dominated the list of 5-Star ads. The other is celebrity: Super Bowl LI was the event where adland rediscovered star power. Kia used Melissa McCarthy brilliantly, tapping the comedian’s public persona and reputation in a way that raised smiles and felt genuine whether or not you’re a fan. This was Super Bowl advertising the way it should be: big stars, big spectacle and big emotions.