Kia is running “Hero’s Journey”, a commercial featuring comedic actress Melissa McCarthy, during the 2017 Super Bowl. The commercial promotes the new Kia Niro’s record-setting fuel economy with a series of perilous situations in which McCarthy responds to the call to save the planet. She braves the open ocean to save the whales, climbs high into the treetops to save the forest, heads to the Antarctic to save the ice caps, and runs in the African savannah to sort the endangered rhinoceros. “It’s hard to be an eco-warrior, but it’s easy to drive like one”. During the big game on Sunday, consumers engaging with the interactive NiroBot for Messenger will have the opportunity to win MPGs (“Melissa’s Precious Gear”), including more than 40 props and assorted items from the set of the commercial.
“People will go to great lengths to support the causes they are passionate about, and the Niro is a ‘smarter kind of crossover’ for those looking to go green without making sacrifices,” said Michael Sprague, chief operating officer and EVP, Kia Motors America. “The Niro is like nothing consumers have seen before, and with an audience of over 100 million people tuning in, Melissa McCarthy is the perfect partner to tell the world about Kia’s uniquely alluring yet practical new crossover.”
“For years, I’ve been trying to find the perfect project that combined the real threat of me breaking every bone in my body, with my desire to help save the environment. Thanks Kia!!! XOXO Love, Melissa,” said McCarthy.
Kia Niro Hero’s Journey Credits
The Kia Niro Smarter Way campaign was developed at David&Goliath, Los Angeles, by chairman David Angelo, chief creative officers Bobby Pearce, Colin Jeffery, executive creative director Gustavo Sarkis, executive creative director/copywriter Ben Purcell, copywriter Mark Monteiro, creative director John O’Hea, associate creative directors Courtney Pulver, Robert Casillas, executive broadcast producer Curt O’Brien.
Filming was shot by director Matthijs Van Heijningen via MJZ with director of photography Joost Van Gelder, executive producers David Zander and Eriks Krumins, and producer Donald Taylor.
Editor was Jono Griffith at Work Editorial with assistant editors Keith Hamm and Ben Foushee, executive producer Marlo Baird, and producer Lynne Mannino.
Visual effects were produced at The Mill by creative directors/VFX supervisors Robert Sethi, Chris “Badger” Knight, executive producer Pete King, telecine executive producer Thatcher Peterson, senior producer Anastasia Von Rahl, sr.
Sound and music were produced at Stimmung by creative director Rory Doggett, executive producer Ceinwyn Clark, and sound designer Gus Koven. Audio post production was done at Margarita Mix, Santa Monica by sound engineer Nathan Dubin, and executive producer Whitney Warren.
Music, “Holding Out for A Hero”, was performed by Bonnie Taylor.
Celebrity talent acquisition was managed at The Marketing Arm by managing director Chalcea Park.
Photography by Matthias Clamer, via Stockland Martel, was produced by Brooke Ludi at Brooke Ludi Productions, and retouched at TheLab by Rick Navarro and Gabriel Apodaca.
