Kia releases Super Bowl ad
Top secret missions, snipers, a missile launcher and explosions can all be found in Kia's new Super Bowl spot … sort of.
The 60-second ad features actor Pierce Brosnan discussing a new role with a talent agent. But instead of an action-packed adventure the former James Bond actor has become known for, it's actually a 30 mile-per-hour drive up a mountain to a cabin.
The ad, called "The Perfect Getaway," is for Kia's all-new 2016 Sorento crossover.
"We think we're hitting on all of the key touch points that consumers are looking for from a Super Bowl spot," said Michael Sprague, executive vice president of sales and marketing for Kia Motors America, during a video interview.
Those touch points, according to Sprague, include a new vehicle, unexpected circumstances and an A-list celebrity.
Following record spending by 11 automotive brands in 2014, only a handful are expected to advertise during this year's big game — the fewest number of brands since 2010, according to market research and insights firm Kantar Media.
Besides Kia, confirmed brands include BMW, Lexus, Mercedes-Benz, Nissan and Toyota. The amount is more in line with the number of auto brands that have historically advertised during the Super Bowl.
A 30-second spot during this year's New England Patriots-Seattle Seahawks Super Bowl on Feb. 1 is estimated to average $4.4 million-$4.5 million — at least $200,000 more than a year ago, and $2 million more than a decade ago.
Kantar Media expects Super Bowl ad spending this year to be a record $355 million-$360 million, even if automaker spending is lower than in recent years.