Kia’s Super Bowl LVIII commercial is more than just a showcase for their latest vehicle; it’s a heartfelt celebration of the hidden power within us all. At the heart of the ad is the all-new 2024 Kia EV9, touted as the first mass-market three-row EV SUV in the U.S. But beyond its innovative design and capabilities, the commercial tells a touching story of familial love and the ability to bring joy to others.

Set to the evocative sounds of Cat Power and Coldplay’s “Wish I Was Here,” the ad follows a determined young figure skater who completes her performance only to find an empty seat beside her dad in the stands. Recognizing her disappointment, the father takes a spontaneous detour into the snowy woods, guided by the EV9’s capabilities as a mobile power source. They arrive at a secluded cabin and a frozen pond, where the father sets up a makeshift ice rink illuminated by lights powered by the EV9. With the cabin as a backdrop, the young skater delivers a flawless encore performance for her grandfather, who watches from inside.

The message is clear: the EV9 represents more than just transportation; it’s a symbol of empowerment and the potential to create meaningful moments. Russell Wager, vice president of marketing at Kia America, emphasizes this sentiment, noting that the commercial aims to highlight the innate power we all possess to make someone smile.

Crafted by David&Goliath, Kia’s creative agency, the commercial is just one part of a comprehensive marketing campaign. With additional assets ranging from shorter cuts of the ad to digital, print, and social media extensions, Kia aims to reach over 100 million viewers with its heartwarming message.

In essence, Kia’s Super Bowl commercial transcends mere product promotion to deliver a poignant reminder of the human capacity for connection and upliftment, all powered by the hidden potential within each of us.