Robo Dog, the wide-eyed, adorable, electronic-charged, robotic pup longingly stares outside the showroom window of an innocuous electronics store. As the world passes by in front of Robo Dog, loneliness ensues as Robo Dog sees a real dog joyfully play with its owner. Suddenly, Robo Dog’s bright eyes widen and tail wags at the sight of something familiar. And in that one electrified moment, Robo Dog charges out of the store in heart-pumping pursuit of what could possibly be this endearing pup’s forever home.
Created by David&Goliath, this aspirational 60-second Super Bowl spot–directed by Noam Murro of Biscuit Filmworks–follows Robo Dog as it escapes the stark retail store and begins an epic chase around a buzzing city in search of the all-electric Kia EV6 and its owner. From crowded streets to a glass elevator to roof tops, Robo Dog relentlessly tracks the elusive EV6 as Bonnie Tyler’s iconic “Total Eclipse of the Heart” swells in the background, providing the perfect union of emotion and humor. You can’t help but root for this lovable pup as it makes a leap of faith toward the EV6 when – the battery drains and Robo Dog shuts down. Thanks to the innovative onboard charger of the EV6, the owner is able to quickly power up the pup and as they lock eyes, they fall for each other, and drive off to live a fully charged life.
“When I think about what it means to live a fully charged life, it’s about not only doing your part to protect the environment by owning an electric vehicle, it also means to go all in with the journey,” said David Angelo, founder and creative chairman, David&Goliath. “Robo Dog is the personification of that charge within us all, one that inspires us to dream big and never settle. It’s the truth behind this ad for Super Bowl and the truth of Kia’s brand.”
The spot is part of an integrated campaign that includes a partnership between Kia and the Petfinder Foundation designed to shine a spotlight on shelter animals seeking adoption. It’s the latest initiative under Kia’s celebrated Accelerate The Good Program, and includes the brand’s first-ever immersive augmented reality experience to raise awareness and help shelter animals find their forever homes.
