Kia Niro "Hero's Journey" (2017) 1:00 (USA)

There's slapstick aplenty in this full Super Bowl spot for the Kia Niro. Featuring Melissa McCarthy as an eco-warrior who is out to save the whales, and the trees and the ice caps and the rhinos. It's good there wasn't one more vignette because I don't think I would have been able to watch McCarthy get slammed into one more object, even if Bonnie Taylor's classic 80s drama song "I need a hero,"is blaring as the soundtrack to stupidity. I will give it the spot props for having an idea behind it. It's hard to be an eco-warrior but you can drive like one with a lot more ease. Because nothing says "I care," like slacktivism. Either way, this stands in sharp contrast to The Helpful SoCal Honda Dealers who aren't even in the Super Bowl but are donating money to the Boys and Girls Clubs of Southern California every time they see a spot with a cliché in it. I can't remember if "celebrity," "big budget," and "slapstick," are on the list but "famous song," sure is.

By the way, Adland created some Super Bowl Bingo cards back in 2011. Those clichés are still with us.

Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce/Colin Jeffery
Executive Creative Director: Gustavo Sarkis
Executive Creative Director/Writer: Ben Purcell
Writer: Mark Montiero
Creative Director: John O’Hea
Associate Creative Director: Courtney Pulver
Associate Creative Director: Robert Casillas
Executive Broadcast Producer: Curt O’Brien

Production Company: MJZ
Director: Matthijs Van Heijningen
Director of Photography: Joost Van Gelder
President: David Zander
Executive Producer: Eriks Krumins
Producer: Donald Taylor

Editorial Company: Work Editorial
Editor: Jono Griffith
Assistant Editor: Keith Hamm
Assistant Editor: Ben Foushee
Executive Producer: Marlo Baird
Producer: Lynne Mannino

VFX Company: The Mill
Creative Director/VFX Supervisor: Robert Sethi
Creative Director/VFX Supervisor: Chris “Badger” Knight
Executive Producer: Pete King
Executive Producer (Telecine): Thatcher Peterson
Senior Producer: Anastasia Von Rahl

Music Editing/Sound Design Company: Stimmung
Creative Director: Rory Doggett
Executive Producer: Ceinwyn Clark
Sound Designer: Gus Koven

Mix: Margarita Mix, Santa Monica
Sound Engineer: Nathan Dubin
Executive Producer: Whitney Warren

Celebrity Talent Acquisition: The Marketing Arm
Managing Director: Chalcea Park

Licensed Music: “Holding Out for A Hero" performed by Bonnie Tyler

Photography
Photographer: Matthias Clamer
Agency: Stockland Martel
Production: Brooke Ludi; Brooke Ludi Productions

Retouching: TheLab
Retouchers: Rick Navarro and Gabriel Apodaca

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