Wiktor Wise
During Super Bowl 58, Kia aired a 60-second commercial for its all-electric, three-row EV9 SUV, starring a young figure skater and her family. The ad, titled Perfect 10, showcases the vehicle's innovative features and highlights its ability to navigate snowy conditions and power electrical equipment. With a heartwarming story and an emotional soundtrack, the commercial aims to connect with viewers and promote Kia's electric vehicle offerings. The figure skater in the commercial is portrayed by a talented individual scouted in Toronto, Canada, marking her first appearance in a commercial.
| Characteristics | Values |
|---|---|
| Name of the commercial | Perfect 10 |
| Duration | 60 seconds |
| Description | A young figure skater competes in a regional championship. Her dad watches from the stands, but there’s an empty chair next to him. After the competition, the skater and her dad drive home in their Kia SUV. They arrive at a remote cabin, where a nurse is taking care of the girl’s frail grandfather. The father sets up audio equipment and outdoor lights, which are then powered by the EV9’s Vehicle to Load capability. The girl then performs her routine on a frozen lake as the grandfather watches. The clip ends with him writing “10” on a window, before a tagline shows “Electric like you’ve never seen.” |
| People featured | A young figure skater, her father, and her grandfather |
| Song | "Wish I Was Here" by Cat Power and Coldplay |
| Agency | David&Goliath |
| Director | John Hillcoat |
Explore related products
What You'll Learn
The 'Perfect 10' commercial
The Perfect 10 Commercial
Kia's Super Bowl 58 ad, titled "Perfect 10", is a 60-second commercial that showcases the EV9, the brand's first mass-market three-row EV SUV in the US. The ad opens with a young figure skater finishing her routine to a cheering crowd and her proud father watching from the stands. However, there is an empty chair next to him, leaving viewers wondering who is missing. The skater and her father then drive home in their Kia SUV, with the father navigating a snowy, winding mountain road.
They arrive at a remote cabin, where the skater's frail grandfather is being cared for by a nurse. The father uses the EV9's Vehicle to Load capability to power audio equipment and outdoor lights, illuminating a frozen pond where the skater performs for her grandfather. The grandfather watches with tears in his eyes, and the commercial ends with him writing "10" on a window, followed by the tagline, "Electric like you've never seen."
The ad, set to the collaborative track "Wish I Was Here" by Cat Power and Coldplay, aims to pull at the heartstrings of viewers, showcasing the EV9 as a source of power and hope. It emphasizes the emotional connections within a family and highlights the innovative features of the Kia EV9, such as its ability to drive through snow and provide onboard power.
The "Perfect 10" commercial is part of a larger campaign that includes digital, print, and social media components. It aims to raise brand awareness for Kia in the electric vehicle space and encourage those considering an electrified vehicle to consider Kia as a viable option. With an estimated audience of 100 million people, the commercial delivers a heartwarming story and showcases the groundbreaking features.
Electric Cremation: Raising the Temperature for Final Rites
You may want to see also
Explore related products
Aims to pull at the heartstrings
The 2024 Kia EV9 Super Bowl commercial is designed to showcase the EV9 as a "beacon of hope and a source of power to illuminate the lives around us". The ad, titled “Perfect 10”, features a young figure skater, her father, and her grandfather, emphasising the emotional connections and the innovative features of the Kia EV9.
The 60-second spot shows the skater performing at an arena. As the crowd cheers, she looks into the stands and sees an empty seat next to her father. The mood then turns sombre as the duo head into the mountains in their electric crossover. They arrive at a remote cabin, where a nurse is taking care of the girl’s frail grandfather. The father then uses the EV9’s Vehicle to Load capability to power audio equipment and outdoor lights, and the girl performs her routine on a frozen lake as the grandfather watches. The clip ends with him writing “10” on a window, before a tagline shows “Electric like you’ve never seen.”
The ad was created by David&Goliath and is set to Cat Power and Coldplay’s “Wish I Was Here”. It is part of a larger campaign that includes digital, print, and social media components. The campaign will include a TikTok integration that inspires fans to post their own electrifying performances to earn Perfect 10s using the app’s Duet feature.
Kia America’s vice president of marketing, Russell Wager, said: “The Kia EV9 is electric like you’ve never seen, and ‘Perfect 10’ will introduce our groundbreaking three-row EV SUV to more than 100 million people with a heartwarming story about the power we all have inside of us, the power to make someone smile.”
Pepsi Electric: Is It Available in the US?
You may want to see also
Explore related products
Showcases the EV9 as a source of power
The 2024 Kia EV9 Super Bowl commercial showcases the vehicle as a source of power in several ways. Firstly, the ad highlights the EV9's ability to navigate snowy, mountain roads, challenging the perception that electric vehicles cannot handle such terrain. Secondly, and more prominently, the ad demonstrates the EV9's Vehicle to Load capability, showcasing how the car can power external devices.
In the commercial, a young figure skater and her father drive their EV9 through snowy mountains to a remote cabin where the girl's grandfather lives. The father then uses the EV9's power to light up a string of outdoor lights and a speaker, transforming a frozen pond into a stage for his daughter's performance. This demonstration of the EV9's ability to power other devices is a key feature of the commercial, showcasing the car as a versatile and innovative source of power.
The ad's creative team confirmed that showcasing the EV9's ability to power external devices was intentional and served a larger purpose. In an interview, Russell Wager, Vice President of Marketing at Kia America, emphasized that they wanted to showcase the vehicle as the "'hero' of the ad", highlighting its ability to provide power beyond just transportation. He also confirmed that the lights and speaker in the ad were indeed powered by the EV9, showcasing its onboard power generator capability.
By showcasing the EV9 as a source of power, the commercial aims to inspire viewers to consider Kia when thinking about purchasing an electrified vehicle. The ad is part of a larger campaign to raise brand awareness for Kia in the electric vehicle space and to showcase the innovative features and capabilities of the EV9, such as its ability to provide power in remote locations.
Overall, the Kia EV9 Super Bowl commercial effectively showcases the vehicle as a source of power, not just for transportation but also for illuminating the lives and experiences of its passengers, positioning the EV9 as a versatile and innovative electric SUV.
Electricity in the Sky: Nature's Power Source
You may want to see also
Explore related products
Features a young figure skater
The 2024 Kia EV9 Super Bowl commercial features a young figure skater and her family. The 60-second ad, titled “Perfect 10”, showcases the electric SUV as a source of power and hope. It tells a heartwarming story of family and emotional connections, with a focus on the power we have inside of us.
In the commercial, the young figure skater competes in a regional championship. Her father watches from the stands, but there is an empty chair next to him, leaving viewers wondering who is missing. After the competition, the skater and her father drive home in their Kia EV9, navigating a snowy, winding road through the mountains. They arrive at a remote cabin, where a nurse is taking care of the girl's frail grandfather.
The father then uses the EV9's Vehicle to Load capability to power audio equipment and outdoor lights, illuminating a frozen pond for the girl to perform on. This time, she skates for an audience of one—her grandfather, who watches with tears in his eyes. The ad ends with the grandfather writing "10" on a window, followed by the tagline, "Electric like you've never seen."
The commercial was created by David&Goliath and directed by John Hillcoat. It features the collaborative track “Wish I Was Here” by Cat Power and Coldplay. The ad is part of a larger campaign that includes digital, print, and social media components, such as a TikTok integration that invites fans to post their own electrifying performances.
Switching from Propane to Electric: Converting Your RV Furnace
You may want to see also
Explore related products
Includes a TikTok integration campaign
The Kia EV9, an all-electric SUV, was featured in a Super Bowl commercial in February 2024. The ad, called "Perfect 10," aimed to pull at the heartstrings of over 100 million viewers by showcasing a young figure skater performing at an arena and then heading to a remote cabin with her father to visit her frail grandfather. The commercial is part of a larger campaign that includes digital, print, and social media components.
Kia has also successfully integrated TikTok into its marketing strategy. The "Kia TikTok Creator Car Configurator" was named the "Best Social Campaign" by MediaPost in 2025. This award-winning campaign was the first-ever car configurator designed exclusively for TikTok and offered a new way to engage with consumers, resulting in rising sales for the Kia K4 each month since its debut.
To create this innovative campaign, Kia collaborated with eight popular TikTok creators to produce engaging videos showcasing the Kia K4's trim levels and options. The campaign utilized interactive features unique to the platform, such as vertical swiping to explore augmented reality video options and tapping a heart button to select favorite trims and colors.
The success of the "Kia TikTok Creator Car Configurator" campaign demonstrates Kia's commitment to connecting with its audience through creative and dynamic online experiences. By embracing the popularity of TikTok and leveraging the influence of creators on the platform, Kia has effectively promoted its vehicles to a younger demographic of car shoppers.
In addition to its TikTok integration, Kia utilizes various marketing channels, including TV commercials, social media campaigns, and partnerships with sporting organizations like the NBA and WNBA. By diversifying its marketing approach, Kia ensures that its campaigns reach a wide and diverse audience, contributing to the brand's overall success in the highly competitive automotive industry.
GST Exemption: Electricity in India
You may want to see also
Frequently asked questions
The electric Kia commercial features a young figure skater, her father, and her grandfather.
The name of the electric Kia commercial is "Perfect 10".
The electric Kia model being advertised in the commercial is the EV9, which is the brand's first mass-market three-row EV SUV in the US.
