I am not crying… you are 😢

So, maybe it’s not such a bad idea to grab your tissues for this emotional Super Bowl ad from Kia about a granddaughter and her grandpa. Kia’s electric EV9 provides the perfect stage by powering an emotional moment that shows the young skater go from the sadness and disappointment of not seeing her granddad in the arena, to the excitement of performing once again, for her own special, private audience – her sick grandfather, who watches from inside the cabin from a secluded location.

It’s meant to be „a heart-warming story about the power we all have inside of us, the power to make someone smile,” said Russell Wager, vice president, marketing, Kia America. It’s about connection and innovation.

The ‘Perfect 10’ ad is part of an integrated marketing campaign created by the creative agency David&Goliath. The campaign will have also a TikTok extension, that will use the app’s Duet feature to inspire people to post their own perfect 10 performance. As an incentive to motivate people put their talent to work, Kia partnered with eight influencers who will also duet with the grandpa.

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