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 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.

Kia Motors America has unveiled the 2014 Kia Forte sedan at the 2012 Los Angeles International Auto Show. Underpinned by a new chassis that is longer, wider and lower than its predecessor, the new Kia Forte boasts of a European design, better performance and a more spacious interior. Laden with more premium amenities and features, the all-new 2014 Kia Forte will be available in LX and EX versions when it goes on sale starting first quarter of 2013. Customers also have two engine options: a 1.8-liter powerplant or a more dynamic 2.0-liter mill.

Michael Sprague, executive vice president of marketing & communications at KMA, quipped that the new Kia Forte sets new standards by offering stunning looks coupled by upscale amenities. He added that the new Forte combines an appealing design with exclusive features like UVO eServices and a ventilated driver's seat.

When it arrives in the first quarter of 2013, the new Forte will be the new core of KMA's small-car line-up, building on the success of the current generation of the car. Positioned below the Optima mid-size sedan and the Rio sub-compact sedan, the new Kia Forte provides enough room for five people while offering a wide array of available premium features.

The new Kia Forte continues Kia's reputation for providing premium features that could redefine segments, thereby setting it apart from its rivals. The Kia Forte LX version offers a number of standard features like SiriusXM Satellite Radio, Bluetooth wireless technology and steering wheel-mounted audio controls. Also fitted as standard are power windows, power heated outside mirrors and air conditioning.

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