On Kia Motors America’s third consecutive year of showing off its marketing campaign at the SuperBowl, it is set to run a new 60-second commercial in the fourth quarter titled "Drive the Dream," which features the 2012 Optima Limited. What Kia is saying in this ad is that dreams reveal a person’s true desires.
The ad can already be seen on more than 18,000 movie screens across the nation and at YouTube.com/Kia. In this ad, the 2012 Optima Limited races through a Gen X couple's thoughts as they sleep.
These include Victoria's Secret Angel Adriana Lima at a speedway while waving the checkered flag, a Motley Crue concert, mixed martial arts legend Chuck Liddell fighting in the ring; a couple horseback in a romance novel setting; champion bull rider Judd Leffew taming a rhinoceros; and even a fairy tale ending.
This is part of Kia’s fully integrated marketing campaign integrating TV, cinema, digital, print, social media and in-dealership components. This also marks the first time that a Super Bowl spot debuts on more than 18,000 movie screens nationwide in National CineMedia's FirstLook pre-show program.
The ad was shown on Feb. 2. Kia will play 15-second teaser ads that feature Adriana Lima on TV and in cinema, while also showing off the Twitter and Facebook channels of the celebrity cast in this TV spot.