The 60-second Kia Niro commercial titled "Hero's Journey," starred funny woman Melissa McCarthy won at the 29th Annual USA Today Ad Meter contest. McCarthy made it as an eco-warrior called by an invisible voiceover to help save the whales, then save the trees, then prevent the melting of the polar ice caps, etc.
The new Kia Niro's ad commercial aired on the 2017 Superbowl half-time was voted the best ad commercial by viewers, announced by USA Today. The funny commercial bested four other automobile brand commercials for Honda and Audi, making this year's Super Bowl Ad Meter Competition the year with so many auto brands participating.
Ad adage reported the other top 4 winners of the Super Bowl Ad Meter Competition. Following Kia's "Hero's Journey" was Honda's "Yearbooks" where the young student photos of seven actors/celebrities (Tina Fey, Steve Carrell, Jimmy Kimmel, Viola Davis, Missy Elliott, Robert Redford, Magic Johnson, etc.) started talking to the viewer.
Third favorite Super Bowl ad placer was Audi with an ad called "Daughter," The commercial focused on a father watching his young daughter competing in a soapbox derby with other male kids of her age, and wondering how she is going to compete in the real male-dominated world out there. Until the kid wins the racing competition.
Rounding out the top five in the competition were fourth placer Budweiser's "Born the Hard Way", a narration of how Adolphus Busch, co-founder of the beer making company, migrated to America in his early years. It is also a timely piece on how immigrants contributed to the growing of American business.
The fifth placer was Tide's "Bradshaw Stain," a funny take on sportscaster Terry Bradshaw's attempts to remove a stain on his white shirt while preparing to go live on television.
Kia's Nero is a 2017 hybrid crossover with fuel economy at the top of its agenda at CO2 emissions from 88 to 101g per kilometer, according to Top Gear. But with its winning SuperBowl ad, we might as well expect sales of this baby to rise.