K-Sinpa is different.
hello! This is ‘Wepick’s Ad Stealth’, which comes to you every week with fresh and interesting advertisements. 💌
Hello everyone! Everyone, what comes to mind when you think of ‘car’, our means of transportation? Cool design? Powerful driving performance? Yes, I think of a cozy space! The scenery I see from the window when I get in the car, the music I listen to while driving, the laughter I share with my family, the special emotions and scenery at that moment are what create my own special space🚕🎁
The advertisement we will introduce today is a car-related Kia EV9 advertisement!
Kia’s large electric SUV ‘EV9’ advertisement, which was released at the National Football League (NFL) final ‘Super Bowl 2024’, gained great popularity locally. According to Innocean, Kia’s EV9 advertisement ranked first among automobile brands and third among all brands in a Super Bowl online advertising preference vote conducted for a total of 58 brands! This advertisement was produced by D&G, INNOCEAN’s American creative subsidiary, and was the first advertisement to air at the beginning of the fourth quarter of the game ⚾ That first advertisement! Perfect10: Let’s learn about the 2024 The kia EV9 advertisement!
1. Before the full review, learn about the Super Bowl.
📍 The world of advertising becomes more interesting once you get to know it
The Super Bowl is American football league NFL finalsthat is, the two major conferences National Football Conference (NFC) VS American Football Conference (AFC)It is the world’s largest single-game sports event where the final teams of . Also known as ‘Super Bowl Sunday’, it falls on the second Sunday in February every year. The Super Bowl is an important game that concludes the NFL season, with the winner being selected as the best team of the year. One of the highlights of the Super Bowl is the famous advertising stage! The time slots in which commercials air are very expensive, and the Super Bowl is also a time when brands from all over the world showcase their creative and impressive advertisements!
The cost of Super Bowl advertising has been increasing every year and remains very high as of 2024. The cost of advertising for the 2024 Super Bowl is known to be approximately $7 million (approximately 10 billion won). This cost is based on a 30 second ad. The Super Bowl is watched simultaneously by more than 100 million viewers in the United States and millions more around the world. It is also the best opportunity to effectively convey your brand message in a short period of time. As a result, the Super Bowl has become America’s premier sporting event and a cultural phenomenon combined with halftime advertising. It is said that the advertisement to be introduced today, the 2024 Kia EV9, was also aired on the Super Bowl stage🏈🏉
Then, the “perfect 10 the kia game commercial featuring the 2024 kia EV9” commercial begins!
2. Story Preview
📍 I will quickly summarize the general content of the advertisement.
With the skating rink in the background, the girl finishes the game with satisfaction.
Dad smiles loudly, happy, but looks at someone’s empty seat.
The girl also looks disappointed when she sees the empty seat.
After the game, the daughter drives home with her father.
Even though she finished the game perfectly, her daughter looked somewhat disappointed. The father seems to have noticed his daughter’s appearance.
Dad, feeling sad, turns around and heads somewhere.
The car turns and rushes toward the icy road covered in snow. Here you can see the powerful driving performance of Kia EV9.
As she turned, her daughter’s expression brightened and she immediately exchanged glances with her father.
The place we arrived was my grandfather’s house located in the forest. The grandfather sitting in a wheelchair appears to have difficulty moving.
It shows a photo taken affectionately by a grandfather and granddaughter. This scene shows that the empty seat from earlier was due to the grandfather’s absence.
The girl who arrived at her grandfather’s house already looks excited and has a smile on her face.
The scene shows the dad using the power of the Kia EV9 to connect speakers and turn on the light bulbs at the skating rink. This scene can be seen as a visual representation of the electrical characteristics of the Kia EV9 and the process of activating energy.
By increasing the volume of the speaker, performance is emphasized once more.
On the frozen pond in front of the house, the girl performs a solo performance for her grandfather.
The grandfather, who was sitting in a wheelchair watching the scene, was thrilled as he drew a perfect 10.
Here, the meaning of Perfect 10 also refers to the granddaughter’s outstanding figure skating skills. It could be a way to express confidence in EV9 🙂
It highlights that it boasts the highest level in many ways.
A bright smile finally spreads on the girl’s face.
Kia EV9 is here. This is an electric vehicle you’ve never seen before.
Inspiring Movement Hunger .
3. Insights from advertising
📍 Quickly and easily share what you need to learn about advertising!
The 2024 kia EV9 advertisement📋 Point 1. Inversion effect
The Super Bowl is a competition where various brands spend excessive budgets to attract viewers’ attention with loud sounds and flashy visual effects. Meanwhile Without a single line of dialogue, it focuses only on the advertisement, and rather draws attention to the static atmosphere, creating a confident minimalism. In this saturation of contrasts, an advertisement without dialogue creates a strong reversal effect..
In particular, I was able to feel the quiet test drive unique to electric cars by allowing me to focus solely on the screen without any dialogue. Thanks to its quiet and sophisticated feel, I felt that electric cars could give this kind of atmosphere.💌
📋 Point 2. Brand storytelling
The scene where the granddaughter prepares figure skating for her grandfather and the grandfather cheering her on leaves a powerful impression on the audience. It delivers a message that the brand does not just sell cars, but also supports customers’ dreams and future. This way of storytelling helps build brand awareness and build brand loyalty.
In particular, it was designed to attract the attention of various age groups, from young consumers to the middle-aged, by emphasizing the connection between generations.
4. One last word
📍 Concluding this ‘Ad Stealing’
What did you think of this ad? 🏈
To be honest, my expectations for electric vehicles were heightened after seeing this advertisement. When I think of Kia Motors advertisements, the first thing that comes to mind is emotional storytelling. In recent years, Kia has produced many advertisements with emotional and warm messages to transform its brand image. Kia’s advertisements show an effort to provide experiences that connect with people’s emotions rather than simply selling cars.
I will end this advertisement review with anticipation to see what kind of perspectives Kia advertisements will capture the hearts of consumers in the future🎀
