In what National CineMedia is describing as a first for Super Bowl advertising, Kia Motors America has premiered its big Super Bowl spot somewhere other than the Super Bowl -- namely, on NCM’s digital network, reaching movie theaters across the country. The 60-second spot, “Drive the Dream,” will premiere on 18,000 screens nationwide on Feb. 2 as part of NCM’s “First Look” pre-show package of entertainment and advertising.
Targeting younger adults, the ad is well-suited to the movie-going demographic, with the new 2012 Optima Limited appearing amid a Gen X couple’s wildest (and suitably cinematic) dreams as they sleep. And those cinematic chops are real: created by David&Goliath, the adrenaline-fueled spot was directed by Noam Murro, director of the upcoming Warner Bros. and Legendary Pictures’ “300” prequel.
Kia plans to build buzz for the ad’s cinema debut with 15-second teaser ads on TV and in movie theaters on Jan. 27.
NCM president Cliff Marks cited studies that found TV and cinema advertising can have a complementary and synergistic effect, including research showing “the recall and the impact of the ad was much greater when running in the Super Bowl as well as the big screen.”
He also noted that beyond increasing frequency, cinema advertising placements can boost reach among light TV viewers. Especially as “there’s actually excellent box office, with really good ratings in January-February. It’s a very good time to be in movie theaters as the attendance is quite strong.”