Adnatomy | How Kia's Robo Dog Won the Super Bowl of EV Auto Ads
Channel: ADWEEK
Date: 2022-04-12

Kia’s “Robo Dog” premiered at the Super Bowl and became an instant fan favorite, ranking fourth among 64 ads on USA Today’s Ad Meter and No. 1 among auto ads. In the ad, Robo Dog sits in a store window, longing to be adopted. Eventually it spots the perfect pet owner—an electric car driver—and gives chase. After finally catching up to the driver and running out of power, Robo Dog wakes up to the EV driver refilling its battery before driving off in the new Kia EV6 to its forever home.

“Robo Dog” accomplished two goals—advertising the new Kia EV6, and promoting adoption awareness for shelter dogs. “Kia is undergoing a total transformation. We have definitely moved away from celebrities and more towards talking about our Accelerate the Good program,” said Russell Wager, Kia’s vp of marketing. The program supports charities and social initiatives, and this year’s ad was no exception.

#adnatomy #kia #robodog

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