Kia America is teasing its 14th Super Bowl spot with the release of a photo of a child’s pacifier.
The copy on the static image states “Find it on 2.12.23.”
The automaker has used the teaser approach to releasing its Super Bowl spot the last several years.
There is no media buy for the image, according to a David&Goliath spokesperson, the automaker’s AOR, which is creating the spot. It is solely being used for press and Kia organic social.
Last year, the automaker released a 15-second teaser of the brand’s 60-second Super Bowl spot two weeks before the game.
Ultimately, the automaker’s spot last year was a hit. According to USA Today’s Ad Meter, Kia had the top automotive spot with "Robo Dog - The All-Electric Kia EV6,” finishing 4th overall of the 64 national ads that were evaluated. The lost electric pup chasing its owner in Kia’s EV6 also resulted in a 921% lift on the Cars.com website.
Kia CMO Russell Wager is playing it especially close to the vest this year and has declined to reveal if the adorable pup would make a return.
But the automaker did create plush toys of the cute dog and is distributing them to dealers, Wager shared late last year during his onstage Q&A at MediaPost’s conference at the Los Angeles auto show, AutoMobility LA.