Kia EV6 car ad features a lonely robotic dog


Kia’s new Super Bowl ad puts a futuristic spin on the notion of man’s best friend.

The 60-second spot, titled “Robo Dog,” will air during the big game on Feb. 13, but today’s team 3rd hour got a glimpse of the heartwarming commercial.

The commercial begins with a robotic puppy staring out the window of an electronics store with sad eyes as he sees a man petting a real dog on the sidewalk.

Then, he sits up when he sees another man unplugging his Kia EV6 vehicle from a charging station. When the man wanders off, Robo Dog is determined to find him and sneaks out of the store to chase him.

The robotic pup dodges pedestrians and other obstacles as he chases after the car while Bonnie Tyler’s moving song “Total Eclipse of the Heart” plays.

All that running starts to drain Robo Dog’s battery, but he still has a few more tricks up his sleeve, and he hops into an elevator and onto the roof of a building. Once he spots the passing car, he jumps off the roof (on his last bit of battery), aiming for the car’s sunroof.

When Robo Dog wakes up, the driver kneels on top of him after plugging him into the car to charge him up. Soon he is better and sits on the passenger side, sticking his head out the window and barking.

According to a press release, it took the animators over 1,900 hours to create Robo Dog, and the commercial itself took over six months to develop.

This is Kia’s 13th Super Bowl spot and spotlights the company’s all-electric Kia EV6, the brand’s first battery-electric vehicle. Kia also plans to launch 10 more electrified models by 2026.

“To present the Kia EV6 to over 100 million viewers, we wanted to juxtapose the future with the emotions we all know and understand today – the love that can be shared between a human and an animal,” said Russell Wager, vice president of Kia America. marketing, in a press release.

Come on, Robo Dog, come on!KIA

To create Robo Dog, the production team did their homework and studied footage of dogs playing. They also interacted with the 14-week-old Labrador retriever puppy of one of the crew members to ensure that Robo Dog’s movements were realistic.

Kia hopes to raise awareness about pet adoption as part of the ad’s marketing campaign and is launching a “Robo Dogmented Reality” mobile web experience on February 9 in partnership with the Petfinder Foundation.

Pet lovers will be able to scan a QR code with their mobile device to see Robo Dog in their home and imagine what a real pet would look like in their space.

“Countless animals need loving, forever homes and we hope to place many in the coming weeks. The human-pet bond is vitally important and can bring years of happiness, comfort and companionship to both pet and owner,” said Toni Morgan, executive director of the Petfinder Foundation, in a statement.

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