Kia’s upcoming Super Bowl ad is called “Drive the Dream,” and it’s based on the idea that our true desires are revealed in our dreams. In a rather cliche teaser video (not that we mind), supermodel Adriana Lima eyes us like a hungry lion eying a wounded gazelle, while waving a checkered flag.
No matter how many times we watched the video, it (sadly) never ran longer than 16 seconds. Under normal circumstances we’d have to wait until the Super Bowl to see the rest, but Kia’s going for maximum bang for it’s advertising buck.
Starting this weekend, Kia will launch its “Drive the Dream” ad in pre-feature advertising on some 18,000 movie screens nationwide. The full, minute-long ad still features Ms. Lima, but also includes Mötley Crüe, MMA fighter Chuck Liddell, and bull rider Judd Lefew atop a bucking rhinoceros.
We’re not sure what any of that has to do with buying or driving a Kia, but the ad concept sounds bizarre enough to stick with consumers long after the Super Bowl ends. Launching the ad the week before the Super Bowl helps create additional buzz, and gets it in front of even more eyes.
Last year’s Kia Super Bowl ad featured the 2011 Kia Optima, a phony motorcycle cop, a James-Bondian villain, Poseidon, joyriding aliens and a horde of Kia-worshipping Mayans (or Aztecs, perhaps). We didn’t think Kia could top that on the weird-o-meter, but it looks like its new ad may prove us wrong.