The Heartwarming Ad That Stole the Super Bowl
For its 15th Super Bowl appearance, Kia didn’t just showcase a car—it told a moving story of family, perseverance, and quiet triumph.
The 60-second spot, “Perfect 10,” centered on the all-electric Kia EV9 SUV, but the real star was the emotional journey of a young figure skater and her family.
The Plot That Pulled Heartstrings
- A young skater competes in a regional championship, with her dad watching from the stands—an empty seat beside him.
- After the event, they drive home in their Kia EV9, where the dad uses the SUV’s onboard power station to light up a frozen pond.
- The skater’s wheelchair-bound grandfather watches from inside as she performs a solo routine just for him.
- Overcome with emotion, he writes “10” in the window condensation—a perfect score for his granddaughter.
Set to a haunting cover of Coldplay’s “Wish I Was Here” by Cat Power, the ad masterfully blended product features with raw human connection.
Why This Campaign Resonated
1. Emotion Over Hard Sell
Instead of boasting specs, Kia anchored the EV9 in a relatable family moment—proving electric vehicles aren’t just about tech, but life’s meaningful journeys.
2. Subtle Product Integration
The EV9’s vehicle-to-load (V2L) power station wasn’t just mentioned—it enabled the emotional climax (lighting the pond for the granddaughter’s skate).
3. Inclusivity Without Forced Messaging
The grandfather’s disability wasn’t the focus—his love was. A natural, respectful representation.
4. Nostalgic Yet Fresh Soundtrack
Cat Power’s melancholic cover gave the ad a timeless, cinematic feel, differentiating it from typical upbeat Super Bowl spots.
Behind the Scenes: The Creative Strategy
Agency: David & Goliath (Kia’s long-time partner)
Director: John Hillcoat (The Road, Lawless)
Key Insight:
“We all have this power within us to do incredible things… To launch the EV9, we wanted to illuminate what’s possible when power meets functionality meets inspiration.”
—David Angelo, Founder of David & Goliath
The Multi-Platform Playbook
1. TikTok “Duet” Challenge
- Fans could post their own success stories with the grandfather “watching” via AR.
- Partnered with 8 influencers to amplify reach.
2. “Shake Surprise” Snow Effect
- Viewers shaking their phones during the ad saw a virtual snow flurry overlay—tying back to the icy pond scene.
3. Social Media “Light-Up” Feature
- When shared online, the ad literally illuminated, reinforcing the EV9’s electric power.
Marketing Lessons for Emotional Storytelling
✔ Make Your Product the Enabler, Not the Hero
The EV9 didn’t steal the spotlight—it facilitated a grandfather’s love.
✔ Leverage Subtle Symbolism
The empty chair → the “10” in the window → the lit-up pond. Every detail carried weight.
✔ Extend the Narrative Beyond TV
Interactive TikTok features turned passive viewers into active participants.
✔ Choose Music Strategically
A somber, indie cover stood out amid the Super Bowl’s usual high-energy tracks.
✔ Celebrate Quiet Triumphs
Not all victories are loud. Sometimes, a silent “10” says more than a trophy.
The Result? A Super Bowl Ad That Felt Like a Film
While competitors relied on humor or star power, Kia prioritized depth—earning:
✅ Organic social buzz (TikTok Duets, Shake Surprise)
✅ Critical acclaim for its cinematic quality
✅ Brand affinity by aligning with universal family values
Final Takeaway: Power Isn’t Just Under the Hood
Kia proved that true “power” isn’t just about horsepower—it’s about empowering human moments.
Your challenge:
How can your next campaign turn product features into emotional connectors? ⚡❤️
After all, the perfect “10” isn’t just a score—it’s the feeling you leave behind.