2015 Kia K900 Super Bowl Commercial Resonates With Car Shoppers


  • 2015 Kia K900 Picture

    2015 Kia K900 Picture

    The 2015 Kia K900 Super Bowl commercial was one of the winners, according to an Edmunds' analysis. | February 03, 2014

Just the Facts:
  • The 2015 Kia K900 Super Bowl commercial starring the actor Laurence Fishburne was one of the winners with car shoppers, according to an analysis by Edmunds.
  • Edmunds gauged Model Site Consideration based on in-game quarterly updates at the Make and Model levels compared to a baseline period.
  • Jaguar had a 583 percent lift after its fourth quarter 2015 Jaguar F-Type commercial.

SANTA MONICA, California — The 2015 Kia K900 Super Bowl commercial starring the actor Laurence Fishburne was one of the winners with car shoppers, according to an analysis by Edmunds.

Edmunds gauged Model Site Consideration based on in-game quarterly updates at the Make and Model levels compared to a baseline period. The strong showing of automakers at the Super Bowl featured everything from Toyota's Muppets to Kia's take on The Matrix trilogy.

The Kia commercial, Dubbed "The Truth," was a critical one for the brand since it introduced many car shoppers to the new Kia flagship model and signaled the brand's entrance into the luxury market.

The Kia K900 followed up a great third quarter with a 9,075 percent life in consideration in the fourth quarter. The K900 received over 10,000 uniques in the third quarter alone.

Among the other highlights from the Super Bowl ad blitz: Jaguar had a 583 percent lift after its fourth quarter 2015 Jaguar F-Type commercial and Jeep brand had a strong halftime with a 182 percent lift with its sponsorship of the halftime show and 2014 Jeep Cherokee commercial.

The Jaguar commercial, called "Rendezvous," focused on British villains. Rendezvous is Jaguar USA's most popular YouTube video ever with 7.5 million views in five days, the automaker said in an e-mailed statement on Monday.

At the end of the fourth quarter of the game, the 2014 Maserati Ghibli had strong results with a 911 percent lift in consideration among shoppers, while the 2015 Hyundai Genesis had a 188 percent lift.

Edmunds says: Successful Super Bowl commercials often propel car shoppers into showrooms.

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