Kia Motors’ campaign for the upcoming Super Bowl LI is turning out to be an epic one while sending the right message across its intended audience. And that is not just because Melissa McCarthy is in this particular spot.
As a comedian, McCarthy has been one of the many celebrities who really know how to make people laugh. Her role as the sweet and caring Molly in the six-season sitcom Mike & Molly was one of the defining moments of her career. In this particular ad for Kia, McCarthy remains as sweet and caring, but for the environment – a character made more obvious by the fact that she drives a 2018 Kia Niro hybrid crossover.
Titled as “Hero’s Journey,” this 60-second commercial ad shows the saga of McCarthy as an eco-warrior. While driving her Kia Niro, McCarthy is repeatedly called to take up an active role in several environment-related protests. The first task involved a cause for protecting endangered whales from scrupulous whalers. McCarthy and her team were able to successfully place orange banners – with “Protect the Whales” sign -- on a whaling ship. As she and her team were making the escape, a large whale suddenly surfaced and smacked McCarthy’s boat, sending her flying back to the whaling ship.
On the second task, McCarthy and her team went off to save some trees from being logged. They climbed up on some of the trees and hung a “Save the Trees” banner. Unfortunately for McCarthy, a logger felled the tree she was on, causing her to fall on a deep cliff as the tree crashed down. The third task involved saving the ice caps, and McCarthy responded accordingly to the call by going to an ice cap and planting a “Save the Ice Caps” sign. Again, a misfortune struck McCarthy as her action of planting the sign caused the ice cap to break, with her falling along with it. The fourth and last task involved saving some rhinoceros. However, a rhinoceros McCarthy was trying to protect attacked her instead.
All of these humorous actions were played to the tune of the “I Need a Hero” song interpreted by Bonnie Tyler. Well, McCarthy is indeed a hero considering her efforts to save the environment. However, the song also sounds like “I need a Niro,” referring to hybrid crossover’s eco-friendly character, practicality and go-anywhere capability. At the end, the narrator tells the audience that while it’s tough to be an eco-warrior, it is easy to drive like one.
This ad for the Kia Niro – created by ad agency David & Goliath – is becoming a sensation even before it gets played during the live broadcast of the Super Bowl LI, in the third quarter particularly. The Big Game is set to take place this Sunday, February 5, 2017.