Motley Crue’s Kia ‘Drive The Dream’ TV Commercial Now Online
February 2, 2012
Dreams have been a topic of speculation and interest throughout history, and Kia Motors America 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.
Kia returns to the big game for the third straight year with a fully integrated marketing campaign incorporating TV, cinema, digital, print, social media and in-dealership components. In a Super Bowl advertising first, the complete “Drive the Dream” ad will premiere on February 2 on more than 18,000 movie screens nationwide in National CineMedia’s FirstLook pre-show program before airing in the game.
“With more than 100 million people watching the Super Bowl broadcast and millions more viewing content online around the world, Kia will once again deliver a memorable, one-of-a-kind campaign that entertains people before, during and after the game and leaves them wanting to see the Optima Limited fantasy again and again,” said Michael Sprague, vice president, marketing & communications, KMA. “We selected an eclectic group of celebrities and personalities for ‘Drive the Dream’ to enable us to tap into a diverse body of fan bases and leverage each talent’s expansive social media footprint.”
Created by David&Goliath, “Drive the Dream” opens with the familiar notes of The Chordettes’ “Mr. Sandman” as a real-life Mr. Sandman enters the bedroom of an unsuspecting young couple who are asleep. After being sprinkled with “Sweet Dreams” dust, the woman smiles and envisions herself on a horse with a romance novel-like hunk in a beautiful green meadow. Meanwhile, Mr. Sandman accidentally stumbles and spills his entire night’s dust supply on the man, launching an extreme dream sequence that begins with the roaring guitars of Motley Crue’s “Kickstart My Heart” and Adriana Lima waving a checkered flag as he blasts around a race track at night in a Snow White Pearl Optima Limited with thousands of bikini-clad fans cheering him on from the stands.
As he circles the track with Lima looking on adoringly, the dreaming driver receives nods of approval from the band as bursts of flames and fireworks surround their stage as well as Chuck Liddell, champion bull rider Judd Leffew, and a pair of lumberjacks sawing a massive submarine sandwich.
“Motley Crue had a blast doing the Kia commercial,” said bassist Nikki Sixx. “A hot model, a fast car, a pro fighter, pyrotechnics and rock n’ roll…What’s not to love?”
Much to the disbelief of Lima and drummer Tommy Lee, the high-octane dream turns into a fairy tale when the husband makes a conscious decision to drive the Optima Limited off the race track and into his wife’s fantasy to win her back from Prince Charming.
“After working with Kia for the Super Bowl last year I was drawn to work with the fast-growing brand again by the idea of exploring people’s ultimate fantasies in a fun and lighthearted way, and I am certain we have created a spot people will be talking about after the game,” said director, Noam Murro.
As part of the “Drive the Dream” campaign, beginning on Thursday, February 2 consumers can download a $25 pre-paid test drive voucher1 at Kia.com that is redeemable after eligible consumers visit a Kia dealership and complete a test drive of any Optima model.
Courtesy of www.sleazeroxx.com