Kia Motors America (KMA) is tapping into the idea of dreams revealing true desires in a new 60-second commercial set to air during the fourth quarter of Super Bowl XLVI.
In the spot, titled “Drive the Dream,” the new 2012 Optima Limited races through a Gen X couple’s wildest thoughts as they sleep, including: Victoria’s Secret Angel Adriana Lima waving the checkered flag at a speedway; an in-your-face Motley Crue concert; mixed martial arts legend Chuck Liddell battling in the ring; a heroine and hunk on horseback in a romance novel setting; champion bull rider Judd Leffew taming a bucking rhinoceros; and a fairy tale ending.
In a Super Bowl advertising first, the complete “Drive the Dream” ad will premiere on Feb. 2 on more than 18,000 movie screens in National CineMedia’s FirstLook pre-show program before airing in the game.
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Kia also will run 15-second teaser ads featuring Adriana Lima on TV and in cinema beginning on Jan. 27, while also leveraging the Twitter and Facebook channels of the spot’s celebrity cast. A special expanded version of the ad will be available at YouTube.com/Kia beginning on Feb. 2.
As part of the “Drive the Dream” campaign, consumers can download a $25 pre-paid test drive voucher at Kia.com that is redeemable after eligible consumers visit a Kia dealership and complete a test drive of any Optima model.