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Alghamdi 1
Faisal Alghamdi
Jessica Walker
ENGL101-025
26 January 2018
Kia tries to save the world
Car commercials have been more creative nowadays, but Kia commercial was the best of
them. The car company “Kia” have a long history with commercials. The first video ad for Kia
was at 1987 which shows that the company was in commercial industry long time ago, and they
have their share. Moreover, in 2017 they had a commercial for their car (Niro) which was an
eco-friendly car. This ad was amazing and hilarious because the actor Melissa McCarthy was on
it, and it was aired in the 2017 Super Bowl. In this ad Melissa was driving the (Niro) when she
received several calls from someone telling her to save the nature. The commercial talked about
the eco system in a car and how this will solve many environment problems such as pollutions
and global warming. The ad was ironic because it shows what we done to the nature and the
environment, but in a funny way. This ad was really funny and enjoyable to watch. The
commercial that has stories like this one will get the viewer attentions. Most of car commercial
now only shows the car moving, and what feature it has, but Kia took this ad to another level.
In addition, the main purpose of this ad was to show that the car is eco-friendly, and the
message was clear. However, in this commercial they didn’t focus on the car, instead they show
some funny scenes that tells us at the end that the car is eco. Instead of showing the feature of the
car in a boring way like most of the other car companies, they decided to add more scenarios to
Alghamdi 2
it. What I mean by scenarios is like when she went to save the whales or the tress and the others.
The ad showed that the earth is suffering from the harm that people did to it, so Melissa had to
do some environmental undertaking to save the earth. However, it turns that it was hard and
impossible, and here when the guy in the ad said, “It’s hard to be an eco-warrior, but it’s easy to
drive like one,”.
Moreover, the audience of this commercial was everyone, they didn’t choose any specific
type of audience. This commercial will get to any audience not only for whom they want to buy
the car. The ad has a message on it and this is what most people like about this ad. The ad was
for family, and adults, teenagers everyone. Also, Kia wanted their ad to be watched by millions
of people, so they did air it in the super bowl. They used a famous actor to do this commercial
which was a good idea in order to get the audience attentions. The executive-VP for Kia motors
in America Michael said, “The Niro is like nothing consumers have seen before, and with an audience
of over 100 million people tuning in, Melissa McCarthy is the perfect partner to tell the world about Kia’s
uniquely alluring yet practical new crossover,”.
The commercial uses ethos when the guy said, “introducing the most efficient fuel
crossover,”, so the credibility is there. Also, Kia is one of the biggest car company in the car
market. It the end of the commercial we can see in the back of the car there is eco hybrid which
tells us the main thing about the car. The ethos wasn’t the main point in this ad because the
costumers are familiar with product they didn’t have to focus on that. Also, before the end of the
commercial the name of the car appears and under the name they said a “smarter kind of
crossover,”. In this commercial there was a hidden future in this car that was represented, but
many people didn’t saw or noticed it which was the Bluetooth phone in the car. Of course, most
Alghamdi 3
cars have a Bluetooth on it, but maybe this one is smarter, or the voice is clear and much easier
to use than others.
Furthermore, in this ad among the three elements the ethos, and pathos, logos pathos
was the main thing. The commercial manages to get the audience feeling by showing the cause
of global warming from the humans and what we did to the nature. They touched the emotions of
the audience in each scene. The idea of representing the damages that we do to the environment
is so smart. For example, the first scene when she tries to save the whales, all the ships and the
garbage that we throw in the ocean cause the deaths of many whales. Also, when she was
holding the tree and with a sign that say “save the tress” then the man starts cutting the tree.
When she tries to save ice caps from melting, and the rhinos from extinction. All of that because
of us, and the solution is by having a hybrid car in order to reduce the damage to the world. This
intelligent idea behind the commercial will get your felling, and makes you really think about
getting a hybrid car, not only for saving the earth, but also for saving more gas money.
In addition, Kia is well known brand in cars world, so the logic and trust is gained long
time ago. Many cars have an eco-system, but Kia was the best company to represent this future
among all other cars. Every time we go out we must see a Kia, so the costumers are familiar with
the product before and after the ad. The main fact about this advertisement, or the main point is
the car is eco and this is the solutions for all the things that happened to the earth. Kia company
has been in car business long time ago and coming with this ideas in the ad is not new from
them. This commercial has been watched by millions, and most of them liked it and found it
funny, so their message was received. Also, coming up with ad like this between big other car
companies in the super bowl was challenge for Kia. There was Mercedes and Lexus and other
big brands however Kia had the best ad among all of them in that year.
Alghamdi 4
Overall, the ad was really funny and enjoyable to watch. commercials that has stories like
this one always get the audience attentions. Melissa is a very funny actor and the commercial
was hilarious. The purpose of this advertisement was clear and support the fact that the car is
eco-friendly by showing the scenes about environment issues. They didn’t choose any specific
audience for this commercial, it was for anyone. The three components of rhetorical was
mentioned in a clever way. At the end, Kia did an amazing job with a funny commercial that suit
anyone, and for sure this will get more customers to buy the car.
Alghamdi 5
Works cited:
YOUTUBE LINK: https://www.youtube.com/watch?v=3wAwgj6Kdy4
Schultz, E.J. “See Melissa McCarthy in Kia’s No-Sacrifices-Environmentalism Super Bowl
Ad.” Ad Age, adage.com/article/special-report-super-bowl/melissa-mccarthy-kia-s-superbowl-ad/307782/. 1 Feb. 2017.
Powers, Chris. “Kia Releases Full Super Bowl Commercial with Melissa McCarthy.” NY Daily
News, www.nydailynews.com/autos/news/kia-releases-full-super-bowl-commercialmelissa-mccarthy-article-1.2961319. 1 Feb. 2017.
“Melissa McCarthy Kia Super Bowl Ad | 2017 Super Bowl Commercials” YouTube, uploaded
by Simply Awesome, 6 February 2017, www.youtube.com/watch?v=3wAwgj6Kdy4

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