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Kia Announces Plans For 60-Second Spot In Fox' Super Bowl Telecast

Kia today announced that it will return as a Super Bowl advertiser, following its '10 debut, and will use Fox' Feb. 6 telecast to help launch an integrated marketing campaign around the '11 Optima sedan. A 60-second spot, titled "One Epic Ride" and created by David & Goliath, L.A., will air during the first quarter. The effort includes "One Epic Contest," in which Kia will give away five Optimas to consumers who solve a series of puzzles using clues provided in pre-Super Bowl and game-day ads as well as social media postings (Kia).

The Super Bowl spot "mimics a science fiction movie; the cast members include an Aztec-type chieftain and his tribe, Poseidon and space aliens." Kia will begin running teaser spots on Monday that say, "Look for us in the game" (N.Y. TIMES, 1/25). 

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