Melissa McCarthy Kia Ad

Watch Kia’s High Budget Super Bowl LI Ad

When marketing your product or brand, there are a few things you could choose to focus on. On the one hand, it can be beneficial to focus on the features of the product: HOW does it solve a problem or need in the consumer’s life? Another option is to focus on identity: What would using this product say about you as a person?

In their high budget Super Bowl ad, KIA accomplished two things. They showcased a textbook example of identity marketing, and they made us laugh our butts off. The ad stars Melissa McCarthy, portraying her as a passionate KIA driver and an unlikely hero. While she isn’t particularly skilled at being a hero, she shows fighting spirit, determination and a desire to help.

This is a wonderful identity to aspire to, but at the same time, it feels completely relatable. We all want to be adventurous, courageous and determined. But KIA have been very careful to make those attributes seem completely attainable by everyday people.

What KIA communicate with this ad is that KIA represents those same virtues. If you associate yourself with KIA, you show that you’re someone with those very traits. Positive association is a powerful thing, and KIA’s marketing team have exemplified this so well.

But whether you’re interested in studying the ad for its effectiveness or you just like to laugh, we highly recommend you check it out. The budget that went into it is really impressive, and conceptually it’s a total win.

 

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