Kia: Hero’s Journey advert features Melissa McCarthy – Super Bowl

Kia’s Super Bowl commercial was created by the advertising agency David&Goliath. Named “Hero’s Journey”, the ad is set to air during the third quarter of Super Bowl LI and it promotes the all-new 2017 Niro crossover. “Hero’s Journey” is fantasy adventure at its finest and the centerpiece of a multifaceted campaign showcasing the all-new Niro as a no-compromise package combining driving enjoyment with an eye-catching design, functional utility, and record-setting fuel economy.

There are surprising items in the ad: a breaching whale, a falling tree, and a charging rhinoceros.

“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.

As part of the spot’s rollout, Kia was the first advertiser to debut a Super Bowl commercial on Facebook Messenger. 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.”