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Melissa McCarthy (Kinda) Saves the Planet in New Kia Super Bowl Ad

The Sustainability Channel 581 Add to collection

David&Goliath collaborates with MJZ's Matthijs Van Heijningen and The Mill for new big game spot

Melissa McCarthy (Kinda) Saves the Planet in New Kia Super Bowl Ad

A breaching whale. A falling tree. A charging rhinoceros. These are just some of the extreme challenges Melissa McCarthy faces in Kia Motors’ hilarious Super Bowl ad for the all-new 2017 Niro crossover. Debuting online today, the 60 second spot, 'Hero's Journey' is scheduled to air in the third quarter of the big game and finds McCarthy on a mission to save the environment.

Created by agency of record David&Goliath, the spot is the centrepiece of a multifaceted campaign showcasing the Niro as no-compromise package combining driving enjoyment with eye-catching design, functional utility and record-setting fuel economy.

These days, it seems a lot of people want to do their part to the help the environment. And everywhere you turn, there’s another celebrity trying to be the next eco-warrior advocate. But let’s face it. It’s not easy saving the trees, the whales or the rhinos, as McCarthy soon realises. Luckily, she drives a Kia Niro: A smarter kind of crossover. Designed to be a stylish crossover utility vehicle, it also looks out for the environment – in fact, it’s the only crossover that gets over 40 MPG. So even if McCarthy doesn’t continue on her eco-adventures, she’s still helping the planet by driving a smarter vehicle.

After McCarthy’s adventures in the highly-fuel efficient Kia Niro, Kia is giving fans some extra MPG: Melissa’s Precious Gear. During the big game on Sunday, consumers engaging with the interactive NiroBot for Messenger will have the opportunity to win over 40 props and items from the set of the Kia Niro big game commercial. Kia was the first advertiser to debut a Super Bowl commercial on Facebook Messenger, and now their fans will have a chance to own part of that history.

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Creative Director: Rory Doggett

Executive Producer: Ceinwyn Clark, Whitney Warren

Sound Design: Gus Koven @ Stimmung

Sound Engineer: Nathan Dubin

Sound Mix: Margarita Mix, Santa Monica


Edit Assistant: Keith Hamm, Ben Foushee

Edit Company: Work Editorial

Editor: Jono Griffith

Executive Producer: Marlo Baird

Producer: Lynne Mannino

Post Production / VFX

Executive Producer: Pete King, Thatcher Peterson

Grade: David ‘Luddy’ Ludlam

Post Production Company: The Mill

Senior Producer: Anastasia Von Rahl

VFX Supervisor: Robert Sethi, Chris “Badger” Knight

Production Company

Director: Matthijs Van Heijningen

DOP: Joost Van Gelder

Executive Producer: Eriks Krumins

President: David Zander

Producer: Donald Taylor

Production Company: MJZ

Creative Agency

Chief Creative Officer: Bobby Pearce/Colin Jeffery

Copywriter: Mark Montiero

Creative Agency: David&Goliath, LA

Executive Broadcast Producer: Curt O’Brien

Executive Creative Director: Gustavo Sarkis, Ben Purcell

Founder: David Angelo

Associate Creative Director: Courtney Pulver, Robert Casillas

Genres: Scenic, Visual VFX, Comedy

Categories: Automotive, Cars

Mill LA, Wed, 01 Feb 2017 16:33:01 GMT