With at least a good portion of the U.S. watching the Super Bowl, Kia decided to showcase a new brand face. It involves a commercial that starts out like something we’ve come to expect from Jeep or Ram: salt of the earth people and a non-glamorous voice-over that celebrates the greatness of middle America.
From there, you see bits and pieces of the Telluride, an SUV most Americans likely have little to no awareness about. It’s a bonafide truck-based SUV that can do at least some pretty decent trail runs. Who really expected that from lowly Kia?
Then the commercial focuses on the people of West Point, Ga., where the 2020 Telluride is being assembled. It’s an interesting way to make the Korean brand appear more Americanized, something other foreign automakers have executed successfully in the past.
This is the longest commercial Kia has run during any Super Bowl at one minute thirty seconds. Considering the automaker has been fighting sliding sales and needs to channel sales into SUVs, this maneuver just might work.