You don't have to be an eco-warrior to drive like one.

Insight:
In a saturated auto market, hybrid vehicles often struggle to stand out. At the same time, conversations around climate change were deeply polarized—heightened by the political climate during the 2016 election, where misinformation around climate change was rampant. Consumers wanted to make eco-conscious choices but felt overwhelmed or powerless.

The Strategic Solution:
Kia took a bold yet playful approach—using humor to tackle a serious issue. We introduced the Niro hybrid crossover during the 2017 Super Bowl, leveraging the platform's massive reach to show that choosing a hybrid doesn’t require being a full-time eco-warrior.

With Melissa McCarthy as a well-intentioned but hilariously ill-fated environmental advocate, Hero’s Journey delivered a message that was both entertaining and empowering: you don’t have to save the world alone—driving the Niro is a meaningful step toward helping the planet.

Tactics:

Super Bowl commercial (prime-time spot)
Extended digital campaign across YouTube and social channels
Humor-driven storytelling to spark mass appeal while conveying an eco-conscious message

Results: