Kia’s Russell Wager Previews EV6 Super Bowl Commercial

MediaVillage talked to Russell Wager pictured below Vice President of Marketing at Kia America Since 2015 Kia39s ads have been created by Innocean with media placement managed by Canvas Worldwide Canvas also is the media agencyofrecord for Kiaamp8217s sister companies Hyundai and Genesis Last year Kia updated its logo as part of a rebranding strategy The new design is intended to convey quotsymmetryquot quotrhythmquot and risingquot and evoke confidenceinspiring handwriting Wager said the Super Bowl is quotthe perfect opportunity to show off the Kia brand evolution and new logoquotThe EV6 pictured at top is an important car for Kia and it will offer 274mile range available Augmented Reality headup display and very fast charging nearly 70 miles added in less than five minutes There will be three trim levels with different battery sizes and the highestlevel GTLine AWD produces 320 horsepower and a 45second zeroto60 timeBut there39s a lot of competition in the EV marketplace quotThere are a lot of EV marketing attempts from a lot of companies and with a vehicle as sophisticated as the EV6 the marketing needs to be just as tech forward as the car itselfquot Wager told MediaVillage quotThe 60second commercial will show how advanced the EV6 is and connect on an emotional levelquot He said that past efforts to promote EVs quotblend in both visually and tonally Kia39s approach is more human It39s inspiring and uplifting but also with a touch of humor It will connect and resonate and inform the public of where Kia is heading without Plan S strategyquotPlan S includes offering 11 EVs by 2025 and going for a 66 global EV market share By that same date Kia hopes that a quarter of its sales will be of ecofriendly vehicles The company is investing 25 billion in the strategy by 2025It39s all about branding quotAs a brand that39s always looking to reimagine what39s possible we at Kia see the Super Bowl as an opportunity to showcase our brand purpose and mindsetquot Wager said quotWhether it39s through emotion through humor or social responsibility it39s helped to raise not only awareness but the affinity people have for our brandquotTwo years ago Kia used its Super Bowl ad as a platform to launch a campaign against youth homelessness quotThis year we39re focused on another purposeful cause which we will announce soonquot Wager said Before and after the commercial airs Kia will be promoting an augmented reality experience a TikTok interaction and quotan assortment of snackable contentquotKia39s involvement with the Super Bowl goes back 13 years but like many other automakers it sat out 2021 because of COVID and quotused the funds to help those in needquotEVs require a new advertising approach because for many buyers it will be their first time in an electric car Questions like quotWhere will I chargequot and quotWill I have range anxietyquot are common and hard to answer in 30 seconds Auto advertising has come a long way from the print ads of the 1920s that offered lengthy fine print about everything from suspension settings to tire pressure and these days mostly attempts to evoke an emotional response But EV ads probably do need to have an educational componentHumor works too That39s the approach Kia took when it introduced its memeinducing hamster ads The ads accomplished their purpose of making Kia a comparative upstart in the auto industry part of the mainstream conversation This one is from Super Bowl 48ampltIt39s unlikely that with an approach aimed at being inspiring and uplifting the hamsters will be the centerpiece of the new EV6 campaign But there will be a touch of humor so they could get a cameoClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Kia’s Russell Wager Previews EV6 Super Bowl Commercial

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Jim Motavalli

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Kia’s Russell Wager Previews EV6 Super Bowl Commercial

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