Get ready for the Super Bowl advertising hype fest to explode this week.
The ad space — at up to $4.5 million per 30-second slot — is virtually sold out. Roughly half of the expected 40 or so Super Bowl advertisers already publicly have announced that they're in the game. Beginning this week — with the Super Bowl less than four weeks off — the PR floodgates are about to open as each company seeks its marketing edge.
"Early and often has become the new mantra for Super Bowl advertisers," says Stephen Greyser, a Harvard Business School professor who specializes in sports marketing. Because the competition for eyeballs is so intense — particularly on social media, he says, there's little choice. "Each Super Bowl ad serves as a hub to promote the entire brand."
•Gobs of celebrities. For the sixth consecutive year, Kia also will return to the Super Bowl, this time featuring actor Pierce Brosnan in its ad promoting the new Sorento. The spot takes place at a talent agency, with Brosnan's agent explaining his client's "unexpected role" in the commercial, says Michael Sprague, Kia's executive vice president of sales & marketing.
Kia uploaded this to their youtube channel earlier in the week. I suspect that parts of it will be used in the Superbowl ad ...
Agreed, it's most likely a variant since they have that very nice wintery footage andit makes sense to use it for a few different versions. One would hope in the commercial featuring Pierce there wouldn't be a generic voice over, otherwise what would be the point.
After Laurence Fishburne in a K900, Kia has put Pierce Brosnan into the 2016 Sorento SUV for the XLIV edition of the big game. Korean cars and a British actor (actually, he was born in Ireland, but grew up in London) sounds like a horrible combination, but it's one of the funniest things we've seen so far in 2015. Get ready!
I don't know about you, but I think Pierce Brosnan made a fantastic James Bond. I still remember scenes of him smashing a wall with a tank at high speed or shooting missiles out of his Aston Martin on a frozen lake.
It seems that the 007 persona has also rubbed off on the actor. In the ad, Pierce sits down to discuss a job with his Hollywood agent and is a little too excited for drama, explosion and action.
With 290 horsepower, Kia thinks the Sorento is now "The Perfect Getaway Vehicle", but no snipers, rocket launchers or big explosions are necessary. Instead, Pierce is asked to drive very slooooowly in a white SUV, past an owl and a moose to arrive at a cabin where a sexy girl is waiting for him.
It's definitely funny, but is it just us or does the Sorento look exactly like the new Volvo XC90? It's got that big 4x4 vibe, the same kind of grille and go-anywhere attitude.
Kia says the Sorento big game ad will be shown this Sunday, February 1, 3:30 PM PST on NBC, with Seattle vs. New England live from University of Phoenix Stadium in Glendale, Arizona. All we know is the ladies will go wild for his slick hair and nice accent.
Pierce Brosnan Drives a Whole Different Kind of Getaway Car in Kia's Super Bowl Ad No explosions, only fireworks By Tim Nudd
January 27, 2015, 12:41 PM EST
Kia has released an extended version of its 60-second Super Bowl ad, and it's a really fun spot with Pierce Brosnan that manages to have its cake and eat it, too—by both celebrating and poking fun at over-the-top Super Bowl spots.
In the spot, the former James Bond is getting briefed by his agent on his role for the ad, which he assumes will be standard action-movie fare. Instead, the agent keeps comically lowering his expectations. It's not a Bond-esque escapade, he explains—just a normal car-driving-through-the-mountain ad.
Along the way, we see each scene play out the way Pierce thinks it should, and then how it actually does. This, of course, makes it a Bond-esque escapade after all—as well as a sly critique of such spectacles (at which Kia, of course, has excelled in the past on game day).
The on-screen text at the end really caps it off. Nice work by David & Goliath.
Last Edit: Jan 27, 2015 14:35:14 GMT -5 by eaz35173
Pierce Brosnan Makes The "Perfect Getaway" In The All-New 2016 Sorento During Kia Motors' Super Bowl Commercial
Multifaceted Campaign Introduces the Premium Utility Experience of Kia's Most Capable and Refined CUV Ever
- "Perfect Getaway" premieres online today with an extended cut available at Kia.com/Sorento, followed by in-cinema on January 30 and the broadcast debut in the third quarter of Super Bowl XLIX
- Charging over snowy terrain on the way to a remote mountaintop cabin, the 60-second spot replaces the usual action movie mayhem with the new Sorento's capability to handle any adventure-seeker's lifestyle
IRVINE, Calif., Jan. 27, 2015 /PRNewswire/ -- Pierce Brosnan, known worldwide for his sophisticated movie hero roles, again makes the "Perfect Getaway" in Kia Motors America's (KMA) 60-second spot for the all-new 2016 Kia Sorento CUV, making its broadcast debut during the third quarter of Super Bowl XLIX. In the spot, part of KMA's multifaceted campaign for the 2016 Sorento CUV, Brosnan listens to a Hollywood agent pitching a starring role in an upcoming project. As the agent describes various scenes, Brosnan confidently interjects one movie cliché after another, wrongly assuming he and the Sorento will encounter danger at every turn.
"Packed with first-class materials and amenities, the all-new Sorento delivers a premium utility experience, and Pierce Brosnan's persona is the perfect fit for our seventh Super Bowl commercial, which finds the action star and Kia's most capable CUV ever charging up a snowy mountain road for a very different type of adventure that turns out to be the 'Perfect Getaway,'" said Michael Sprague, executive vice president of sales and marketing, KMA.
"Along with the two leading teams, at one of America's greatest sporting events, the Super Bowl commercials are the centerpiece of the day," said Brosnan. "I've enjoyed being a part of the Kia team, which traditionally has one of the most memorable spots in the game."
Before and after the Super Bowl, Kia's "The Perfect Getaway Vehicle" campaign – created by advertising agency of record, David&Goliath – will incorporate multiple components, including TV, cinema, digital and social media.
Last Edit: Jan 27, 2015 21:26:55 GMT -5 by eaz35173
Did automakers' Super Bowl ads hit or miss with (or without) celebs?
Pierce Brosnan will always be an action hero in his mind.
Kia Motors turned to the former James Bond in its 60-second Sorento spot that’s basically an ad within an ad.
As Brosnan hears a commercial pitch from a Hollywood agent, he constantly tries to add suspense to the equation while the two visualize the ad -- only to be let down each time.
Brosnan’s casting works in this case.
"I definitely thought it was Super Bowl material,” Daboll said. “I don’t think it’s the killer ad of the year, but it’s definitely a Super Bowl performer.”
Sullivan said the ad, which will run in the third quarter, was well-shot, original and boasted plenty of star power.
“It’s fun to watch. It does look like a lot of car commercials with all of the beauty shots and the outdoors, but it’s not cliché,” Sullivan said. “You see rocket launchers and unusual stuff. It’s not all cookie cutter car footage.”