Kia Will Return to the Super Bowl for the 9th Consecutive Year

Creative shop David&Goliath will be behind the spot

Mellissa McCarthy stars in last season's Super Bowl ad.
Kia

Kia’s 60-second Super Bowl spot last season tasked Melissa McCarthy with saving whales, trees, ice caps and rhinos. The year before that, in a delightful play on words for Super Bowl 50, Kia put Christopher Walken in a walk-in closet.

Now, Kia has unveiled that it will return for Super Bowl 52, which will take place on Feb. 4, 2018 in Minneapolis, but it’s unclear if the brand will turn to another celebrity with this effort.

“Yes, Kia will be in the Super Bowl and [David&Goliath] is behind the creative,” said a representative for the brand in an email. “That’s all we know at this point in time.”

This effort will mark the ninth consecutive year for the carmaker in the Big Game.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

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