Kia has unveiled its Super Bowl commercial, featuring the 2023 Kia Telluride X-Pro All-Terrain AWD SUV.
The spot, titled “Binky Dad,” opens with a couple and their baby daughter checking in to a hotel. Asked by his wife if he took the girl’s favorite binky, the man realizes he forgot it and drives back home in his 2023 Kia Telluride, to take it. Arrived at the hotel again, he hands the binky over only to realize the baby’s favorite binky is the blue one, not the one he has just brought.
His ride home is watched by hundreds of people as he becomes famous on social media as “Binky Dad” and his “journey” is broadcast on TV. The moment he gets out of the house with the binky in his hand is celebrated by witnesses with cheers and a round of applause. However, later on, the moment he learns that it’s not the right binky is followed by another shot of the Telluride speeding down the road.
The commercial, which is scored by the theme song from “Rocky”, Bill Conti’s “Gonna Fly Now”, ends with the onscreen line “For larger than life adventures”.
Kia is not the only automaker running a Big Game ad this year, despite the record-breaking costs for a 30-second slot charged by FOX. Hyundai also airs a commercial, starring Kevin Bacon.
