As Super Bowl LVI approaches, we’re already getting a glimpse at the annual onslaught of coveted TV ads for The Big Game from brand giants around the world. This year, Kia America has staked its claim on a 60-second spot to promote EV adoption with the EV6 and pet adoption, with a dancing Robo Dog that will make you go “awwwwww”.
The Kia EV6, which utilizes the E-GMP platform and is positioned as the “vanguard” to a future fleet of 10 additional electrified Kia models, will be available this month in Canada, starting from $44,995.
This isn’t the first time Kia was purchased Super Bowl air time; however, this is the first time they’ve used the campaign to promote a zero-emission vehicle while also advocating for pet adoption. The commercial is titled “Robo Dog,” and features a robotic pup longing for the companionship of an EV6 driver. Kia has reportedly partnered with the Petfinder Foundation for the campaign, in an effort to help shelter animals find forever homes.
“To introduce over 100 million viewers to the Kia EV6, we wanted to juxtapose the future with the emotions we all know and understand today – the love that can be shared between a human and an animal,” shared Russell Wager, vice president, marketing at Kia America. “At Kia, we continue to give back to the communities in which we work and live. We looked at issues that needed attention and found that during the pandemic, many animals were adopted only to sadly be returned later, so we wanted to help.”
This partnership between Kia and Petfinder Foundation is reportedly part of a larger initiative: Kia’s “Accelerate The Good Program”, for which the brand has made a total donation of US$1 million to multiple non-profit partners that assist homeless youth nationwide.
The Robo Dog ad campaign also introduces consumers to a “Dogmented Reality” feature beginning February 9. This feature “will allow people to scan a QR code and capture footage of the Robo Dog in their own home through any mobile device.”