Kia hopes to make people cry at the Super Bowl with its classic story of a special person not witnessing a child’s competition achievement. The 60-second spot, Perfect 10, was created by David&Goliath and directed by Serial Pictures’ John Hillcoat. Dad – and the Kia electric – save the day for the young figure skater and her grandpa.

“We all have this power within us to do incredible things in life, big or small. Knowing that this power exists is the first step. To launch the all-electric, three-row EV9, Kia’s most impressive, powerful vehicle to date, we wanted to lean into that message by illuminating what’s possible when power meets functionality meets inspiration,” stated David Angelo, founder and creative chairman of David&Goliath. “Because when that magic combination occurs, anything is possible. Our goal is to inspire the world’s biggest audience with a Super Bowl experience that evokes that emotion felt when creating something incredible from power; with the hope it motivates them to bring their own power to life.”

The campaign includes a TikTok integration that inspires fans to post their own electrifying performance to earn Perfect 10s using the app’s Duet feature. Kia has posted a clip of the grandpa from the ad scoring a Perfect 10 on the window. The video will encourage TikTok users to duet the grandpa with their own performance as he watches Eight influencers who will also duet with the grandpa to get the ball rolling. Users will do everything they can from ‘ice skate’ in their living room, to bake, to paint to get their perfect 10 from the grandpa.

Additional campaign assets include 30-, 15- and 06- cutdowns of the Super Bowl spot, plus digital and social media extensions.

Fun facts:

Abigail, the 10-year-old actress in the spot, is a real figure skater. David&Goliath and Kia searched 26 cities to find her. From Toronto, she goes to a performing arts school, but this was her first commercial audition ever. She didn’t know this was a Super Bowl commercial until after filming.  

Grandpa’s backyard “ice rink” was created with a special cooling system. The quality of the ice was just as good as what you’d find in an indoor facility. Former pro skater, two-time Canadian national bronze medallist, Elizabeth Putnam, choreographed the skating routine for Abigail. 

The music track is Wish I Was Here by Cat Power and Coldplay, released in 2014. The Director of Photography, Nicolas Karakatsanis, who shot this spot, also shot the movie, I, Tonya.

The 30-second Super Bowl spot, Dareful Handle, by Official Automotive Partner of the NFL, Toyota, is an array of action-packed off-road adventures, playing on the question, “Can you handle it?” It’s all about triggering emotions as viewers watch passengers grip the passenger side handle for dear life.

Dareful Handle will air in the first position of the third commercial break of the third quarter. The spot was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Le Truc, and directed by Tarsem Singh. As the Official Automotive Partner of the NFL, Toyota will bring fans an exciting, multi-faceted activation experience in Las Vegas leading up to Super Bowl LVIII. Click here for more information. 

Toyota’s Hispanic commercial, Undisclosed, will appear in the first commercial break of the fourth quarter, also promoting the Tacoma. It was created by Conill and directed by Goh Iromoto.

AI-powered cybersecurity brand, CrowdStrike, is bringing the wild west to the Super Bowl – because that’s what the internet feels like. The brand’s AI-powered cybersecurity heroine, Charlotte, shows she can foil any breach by an “bad guy”. The 30-second spot, The Future, will be broadcast during the two-minute warning in the first half of the game. (In last year’s Super Bowl commercial, CrowdStrike shows how it would have defeated the very famous breach by the Trojan horse attack in the battle of Troy.

The commercial was directed by Tarsem Singh and produced by CrowdStrike’s newly formed internal creative agency, redbird, in collaboration with Howdy Sound, Lime Santa Monica, Nice Shoes, RadicalMedia, Union Editorial and Zoic Studios.

Rumours are wonderful Super Bowl assets and telco, Verizon, has launched a beauty. Will Beyoncé star in its Super Bowl ad? On February 7, the company posted an 11-second video on X full of Beyoncé hints. Actor-comedian, Tony Hale, stands at a lemonade stand  and asks, “She wants me to squeeze all these lemons by myself?” while pressing juice into a pitcher. “This better work.” At the end of the teaser, a split-second flash of music plays, that has been picked up as a reference from Beyoncé’s December 2023 single, My House.

.@mrtonyhale Gotta squeeze faster than that if you want to be ready in time. 2.11.24 pic.twitter.com/7ApV0GQ7zF

— Verizon (@Verizon) February 7, 2024