SEOUL, SOUTH KOREA / LAS VEGAS, USA — INNOCEAN, led by Global CEO William Lee, announced that the company’s Kia EV9 commercial – which premiered at Super Bowl 2024, the final championship game of the National Football League (NFL) – ranked No. 1 in car brands and No. 3 in all categories in a survey of the best 2024 Super Bowl commercials.
INNOCEAN, which has achieved great success in the world’s largest commercial competition stage, the Super Bowl, has proven its unique and differentiated creative capabilities once again.
The Perfect 10 commercial featuring the EV9, the electric SUV of Kia, premiered in the first spot of the fourth quarter. It centered around a teenage girl dreaming of becoming a figure skater.
Kia’s Super Bowl ad this time around delivered a profound storytelling with the key copy “Kia EV9 is here. Electric like you’ve never seen,” leaving a lasting impression on viewers. Simultaneously, it received high praise from local media such as NBC for highlighting the dynamism of the EV9 as the first 3-row electric SUV through exhilarating off-road driving scenes or effectively portraying EV9’s uniqueness through the theme of ice skating. Additionally, it incorporated practicality into campaign management by not featuring famous models, thus avoiding restrictions from model contract terms regarding the duration of ad execution, unlike other ads.
The agency that created the 2024 Kia Super Bowl commercial is D&G (David & Goliath), the US creative subsidiary of INNOCEAN, stated, “We wanted to showcase a message of hope and inspiration from the process of acknowledging the power people have within while highlighting the features of the EV9 to the audience of the Super Bowl, the sports event with the largest audience in the world.”
The Super Bowl is one of the largest sports events in the world, with nearly 100 million viewers in the US, and it is regarded as one of the best commercial stages that the whole world tunes into.
The US daily newspaper, USA TODAY, hosts a real-time online survey called the USA TODAY Ad Meter to determine the best Super Bowl commercials, and this year, the survey covered 59 commercials.
INNOCEAN was the first Korean ad agency to premiere a commercial at the Super Bowl, in 2010, and since its first premiere, it has continued to attract the eyes of ad industries with its unique and characteristic commercials every year.
In 2016, INNOCEAN made a historical achievement in Super Bowl history by becoming the first non-US brand and the first car brand to rank No. 1 in the USA TODAY Ad Meter survey with “First Date,” a Genesis commercial featuring the famous American entertainer, Kevin Hart. At Super Bowl 2017, Kia took the top ranking in the most popular commercials as well.
