The automaker has enlisted supermodel Adriana Lima, rockers Mötley Crüe and mixed martial arts fighter Chuck Liddell for its 60-second ad for the Kia Optima Limited. The idea is one man's fondest dream.
"As we're dreaming at night, our true desires come out," says Michael Sprague, Kia Motors America head of marketing and communications.
This fellow envisions driving an Optima around a track filled with manly fantasies such as a skimpily-clad Lima, Liddell fighting and Mötley Crüe onstage doing Kickstart My Heart. Sprague calls it "the ultimate man's dream" yet is quick to add "but it's not offensive to women, either."
Kia wants buzz during the Feb. 5 game, but also before and after, says David Angelo, creative chief at Kia ad agency David & Goliath.
The ad will launch in movie theaters Feb. 3, and Kia also will air 15-second teaser ads on TV beforehand. Kia also will leverage the Twitter and Facebook followings of the ad's stars.
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Midsize family sedans such as Optima can come off as boring and staid, says Angelo, but this ad showcases the Kia's edgier design and its performance, as well as Kia's ambition to be a top-tier brand. "This was a great opportunity for us to come out big," he says.