EV6

Make
Kia
Segment
SUV

The Super Bowl is just weeks away, and automakers are gearing up for the big game by releasing their commercials a bit early. We've already seen BMW's Zeus ad featuring Arnold Schwarzenegger and Nissan's comedic ad starring Eugene Levy and Brie Larson among others. While BMW and Nissan each went for laughs, Kia wants to tug at your heartstrings with its 60-second spot called "Robo Dog."

The commercial features the 2022 Kia EV6, an all-new electric crossover with up to 320 horsepower and a 310-mile driving range. It opens with a lonely robotic puppy sitting in a store watching a real dog get loving attention outside. Robo Dog then sees a man unplug his EV6 as Bonnie Tyler's "Total Eclipse of the Heart" plays in the background.

Our electronic friend proceeds to chase down the man in his EV6, eventually taking a leap of faith in an attempt to land in the sunroof. Just as he is about to land, his batteries run out and his eyes close. Just as we thought all hope is lost, Robo Dog opens his eyes and sees the EV6 driver tending to him. The commercial demonstrates the EV6's vehicle-to-load charging function, which allows owners to power other devices using the car.

"The EV6 marks the beginning of Kia as a sustainable mobility solutions provider and is the next step in our shift to electrification," said Russell Wager, vice president, marketing, Kia America. "To introduce over 100 million viewers to the Kia EV6, 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."

At the EV6 drive event, CarBuzz asked Kia marketing executives if Robo Dog might meet the famous hamsters in a future ad. "The hamsters are for Soul only," they responded.

The new ad will premier on Sunday February 13, 2022 when the Cincinnati Bengals take on the Los Angeles Rams in the Super Bowl. Along with the commercial, Kia will launch a campaign with the Petfinder Foundation to help shelter animals find forever homes. The campaign is the latest part of Kia's Accelerate The Good Program aimed at fighting against youth homelessness.

Starting on February 11, TikTok users can dance with Robo Dog on the app; each time they hear "turn around," Robo Dog will turn with them. Kia will also launch a mobile web experience where fans can scan a QR code to bring Robo Dog into their own homes using augmented reality.