Kia secures 2018 Super Bowl air time for ninth year

By Ko Dong-hwan

Kia Motors has secured TV air time for the 2018 Super Bowl ― the world’s most watched TV sports event ― for the ninth year in a row.

California-based creative agency David & Goliath will create the advertisement for the game on Feb. 4. With its latest bid, Kia has established itself as one of the most loyal advertisers of the American National Football League’s championship game.

The advertisement will be directed by Saad Chehab, the former Fiat Chrysler marketer behind the iconic “Born of Fire” Super Bowl advertisement for Chrysler in 2011 starring rapper Eminem. Chehab joined Kia Motors America as Vice President of Marketing and Communications in May.

Kia “doesn't lack advertising success in the Super Bowl,” said Chehab in a September interview with Automotive News. “It's more now, how do you continue this great work that they've already done and start introducing additional customers to your brand that have not yet considered it?”

Kia Motors’ advertisements for Super Bowls frequently feature celebrities. Last season, American actress Mellissa McCarthy starred in the advertisement for hybrid crossover Niro, in which she drove “like an eco warrior” to save the earth in a comical sketch. Titled

“Hero’s Journey,” the advertisement won USA Today’s Super Bowl Ad Meter.

Hollywood actors

Christopher Walken,

Pierce Brosnan and

Laurence Fishburne starred in Kia’s 2016, 2015 and 2014 advertisements, respectively.

Kia Motor is the first automotive brand to have confirmed its advertising for the upcoming Super Bowl. Eight automakers ran a total of 10 advertisements during the 2017 game. However, Honda and Mercedes-Benz do not plan to come back this year, according to Ad Age. Other automakers that advertised in 2017 included Fiat Chrysler, Audi, General Motors and Lexus.