Why Kia skipped humor, celebs for its Super Bowl ad
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Kia has appeared in 10 straight Super Bowls, often using celebrities in ads that went for laughs. But this year the Korean automaker took a major detour with a 90-second ad touting its factory in the American South and the workers employed there.
The ad, set in the small town of West Point, Georgia, is narrated by a cowboy-hat wearing boy from the town named Corbin. “There are no stars in the sidewalk for us, no statues in our honor. We are just a small Georgia town of complete unknowns,” he says in the opening scene. “The closest thing to a world stage is 81-miles away in Atlanta tonight,” he adds, referencing the Super Bowl site.
The ad, by David & Goliath, goes on to plug the Kia Telluride, a new SUV being made at the West Point plant, which has been in operation since 2009 when the automaker first began making its Kia Sorento there.
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