Kia presents 2013 Super Bowl ad called Superbot

Article by Anita Panait, on February 4, 2013

Kia Motors America (KMA) did not let the biggest opportunity to tell the most number of people about its products – the Super Bowl XLVII – pass by. The carmaker managed to purchase a few of the advertisement slots for the live broadcast of the big game on Feb. 3, 2013 to air a number of its ads. One of those ads is the commercial titled “Hotbots.”

The ad features the role played by the ever-advancing technology in its 2014 Kia Forte compact sedan. During the ad, a car enthusiast, who proceeded to touch the Forte’s windows and kick its tire, is given an important lesson by a futuristic robot played by former Miss USA Alyssa Campanell:  “Always respect the tech.” Hotbots simply puts in the limelight the technology-laden Kia Forte, which will feature Kia’s hands-free infotainment and telematics system -- UVO eServices.

Kia will roll out the 2014 Forte in the next few months. KMA’s executive vice president for marketing & communications, Michael Sprague, remarked that the Super Bowl’s audience of over 100 million people has served as the perfect platform for launching many of carmaker’s “most memorable ad campaigns” over the past three years, leading to higher consumer awareness of the Kia brand as well as record sales.

Sprague quipped that ‘Hotbots’ will bring a smile to the faces of young car buyers seeking the technologies, connectivity and premium features that are laden on the 2014 Forte. A special expanded version “Hotbots,” created by David&Goliath, KMA’s advertising agency of record, could also be viewed at YouTube.com/Kia. This would be the fourth straight year that Kia has shown ads at the Super Bowl. The “Hotbots” was aired during the third quarter of Super Bowl XLVII. Aside from the “Hotbots,” Kia also showed another ad titled “Space Babies,” featuring the new 2014 Sorento crossover utility vehicle.

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