Dreams have been a topic of speculation and interest throughout history, and Kia Motors America (KMA) is tapping into the idea of dreams revealing true desires in a new 60-second commercial set to air during the fourth quarter of Super Bowl XLVI. In the spot, titled “Drive the Dream,” the new 2012 Optima Limited races through a Gen X couple’s wildest thoughts as they sleep, including: Victoria’s Secret® Angel Adriana Lima waving the checkered flag at a speedway; an in-your-face Motley Crue concert; mixed martial arts legend Chuck Liddell battling in the ring; a heroine and hunk on horseback in a romance novel setting; champion bull rider Judd Leffew taming a bucking rhinoceros; and a fairy tale ending.
Kia returns to the big game for the third straight year with a fully integrated marketing campaign incorporating TV, cinema, digital, print, social media and in-dealership components. In a Super Bowl advertising first, the complete “Drive the Dream” ad will premiere on February 2 on more than 18,000 movie screens nationwide in National CineMedia’s FirstLook pre-show program before airing in the game. Kia also will run 15-second teaser ads featuring Adriana Lima on TV and in cinema beginning on January 27, while also leveraging the Twitter and Facebook channels of the spot’s celebrity cast. A special expanded version of the ad will be available at YouTube.com/Kia beginning on February 2.
