A flustered father answers his son's pressing question "Where do babies come from?" with a Super Bowl-worthy blockbuster of a tall tale—set on a distant planet called Babylandia—in Kia's upcoming 60-second Super Bowl commercial.
The spot, titled "Space Babies," created by ad agency David&Goliath, will show baby boys, girls, dogs, pandas and other infants making their way to Earth to join their new families after being born. Kia calls it "a journey nine months in the making."
After hearing his father's epic explanation, the curious son begins to offer a different theory, which he heard from a friend—but the father, who's driving the 2014 Kia Sorento CUV, cuts him off by prompting the vehicle's voice-activated jukebox feature.
UPDATE: Kia posted this 75-second version online on Wednesday:
The latest execution in the Sorento's "It has an answer for everything" campaign, the ad will air during the fourth quarter of the Feb. 3 broadcast. It was directed by Jake Scott, son of Ridley Scott and nephew of the late Tony Scott.
An extended version will hit YouTube and cinemas before the game. It will run on more than 33,000 screens nationwide beginning next Friday, Feb. 1, as part of Screenvision and National CineMedia's FirstLook.
This is Kia's fourth straight appearance on the Super Bowl. "Every day is an adventure in parenting, and 'Space Babies' is an entertaining look at life's challenges and the many ways the Sorento's long list of technologies and amenities can make getting through the day just a little bit easier," said Michael Sprague, evp of marketing and communications at Kia Motors America.
See Kia's two previous Super Bowl spots below.
Kia's 2012 Super Bowl ad:
Kia's 2011 Super Bowl ad: