The three-row 2023 Kia Telluride plays sidekick for a desperate dad who forgot his baby's binky in the automaker's latest Super Bowl commercial, but the story doesn't end when the spot is over.
That's when the fun starts.
Kia is presenting three alternate endings for the 60-second ad exclusively on its TikTok channel to keep the story alive and generate engagement.
After seeing each outcome, Kia wants viewers to share how they'd like the adventure to end, said Russell Wager, Kia America's vice president of marketing.
The ad is scheduled to debut Thursday on NBC's "Today" show. It will air in the third quarter of Sunday's game. The spot was created by David & Goliath, Kia's agency of record.
"TikTok is where the conversation is, more so than Twitter and Facebook and Instagram during the Super Bowl, so we wanted to have that dialogue started before, and carry on afterwards," Wager told Automotive News. …