This year Kia is taking over prime time television with a big splash at the 73rd Emmy® Awards this Sunday on CBS. Kia will use the live broadcast with an EV6 integration on the red carpet as well as a 60-second spot made just for the Emmy Awards. The high-budget commercial will feature the EV6 as it rolls through time with period costumes and over-the-top characters.
Kia’s EV6 crossover Emmy appearance is its first major showing
“Kia America is embarking on an entirely new direction and the EV6 is just the beginning,” said Russell Wager, marketing vice president for Kia America. “When we change our surroundings, we become inspired by new experiences and movement, and driving a new Kia will inspire owners to come up with their own breakthrough moments.”
Last year was the first year that Kia partnered with the Television Academy as a corporate sponsor. It opened last year’s telecast with “Emmys Delivery Training” about delivering the Emmy statue to winners during COVID. The quick turnaround of the lighthearted spot was handled by producers Done and Dusted.
Kia is going after primetime with tie-ins to both the Emmys® and America’s Got Talent
It will follow up its EV6 launch with spots running on America’s Got Talent to emphasize Kia’s shift to electrification. “The Kia EV6 is just the beginning of what the future holds for the Kia America brand,” said Wager. “Based on the success of the partnerships Kia enjoyed last year with both the Emmys and America’s Got Talent, we continue the launch of this all-new vehicle and highlight Kia’s shift to electrification. These shows feature some of the most inspiring talent in the country today and allow us to introduce our new brand ethos of “Movement That Inspires” to a nation that is getting ready for an EV future.”
Kia became the first automaker to partner with America’s Got Talent and has continued with that partnership this year. It will integrate into the show the 2022 Stinger as well as the EV6. An EV6 was also given to the Season 16 winner and runner-up, which just wrapped up.
The EV6 is quicker than a Porsche Cayenne
Kia’s EV6 crossover was first introduced in New York Times Square in May. The five-passenger EV gets a 300-mile range with either front-wheel- or all-wheel-drive. An EV6 gets from zero-to-60 mph in 5.2 seconds with 320 hp and 446 lb-ft of torque. Also featured is a Load Port which gives the EV6 the capability to be either a charger or to power electrical devices. With a load capacity of up to 2,000 lbs, it can literally haul a ton of stuff.
Kia expects to start shipping the EV6 crossover at the beginning of 2022. It already has a waiting list for those who have pre-ordered their EV6.