Kia's Super Bowl 2024 Commercial Is Sure To Make You Emotional

Commercials are always a highlight of the Super Bowl, and fans don't have to wait for the big game to start enjoying this year's creative entries. Kia's already debuted their 60-second spot, "Perfect 10," and like Budweiser's 2022 Super Bowl ad, it's proving to be a poignant experience for viewers. The ad, set to a moving soundtrack of "Wish I Was Here" by Cat Power and Coldplay, begins with a young ice skater finishing a triumphant performance. As the audience cheers, we see her dad clapping. Viewers start to tap into the commercial's emotional undercurrent as he gazes over to the empty seat next to him, and the skater looks momentarily sad on the ice.

Next, the action shifts to the father and daughter driving away in a Kia EV9, the electric SUV being promoted in the commercial. The pair drive to a snowy mountaintop home. Cutaway shots offer a glimpse of an elderly man in a wheelchair, and we see photos of him and the young girl together. After the dad arrives at the house, he uses the electric vehicle to power a beefy set of speakers and a twinkling outdoor light display. The girl then performs her skating routine on the frozen pond while her grandfather watches through the window. As she beams at the end, her grandfather writes "10" in the condensation on the window. Given its moving story, it's possible Kia's ad could become one of the Super Bowl's all-time most emotional ads.

Russell Wager, Kia America's vice president of marketing, explained in a statement to PR Newswire that Kia's 2024 commercial "Perfect 10" is "a heartwarming story about the power we all have inside of us, the power to make someone smile." When creative agency David&Goliath designed the ad, their team decided to pivot from focusing on the technical capabilities of the vehicle and delve into the power of creating an emotional response.

Once audiences have dried their eyes after watching the commercial, Kia has an interactive way to connect with the ad. The auto manufacturer is encouraging fans to go on TikTok to have their own special interaction with the grandfather from the commercial. Using TikTok's duet feature, they can share a personal success story as the grandfather cheers them on in split screen. For users looking for video ideas, Kia has eight online influencers to provide sample duets. These examples include baking, painting, or even pretending to ice skate inside their house.

Viewers who need to take a breath and seek out a more lighthearted moment can rewatch the TikTok commercial while waving their phones around to create a snow globe effect.