The Adorable Robo Dog falls for the all-new, Kia EV6. Wayne Gerdes – CleanMPG – Feb. 3, 2022 Meet Robo Dog in the All-Electric Kia EV6! Debuting ahead of the big game this coming weekend, Kia returns with a :60-second spot featuring the all-new, all-electric Kia EV6. The marketing campaign includes broadcast, print, out-of-home and social media elements, a special Robo Dog “Turn Around Dance” on TikTok and a QR Code-based “Robo Dogmented Reality” experience that allows users to search for adoptable animals in their local areas through a partnership with the Petfinder Foundation. Kia’s 13th Super Bowl spot, entitled “Robo Dog,” opens on an electronics store where a lonely robotic puppy stares out the window as a “real” dog is lovingly petted by a passerby out for a walk. Robo Dog then notices a young man unplug his Kia EV6 from a charging station and drive away, leaving Robo Dog even more dejected. As “Total Eclipse of the Heart” by Bonnie Tyler begins to play, the door to the store opens and Robo Dog seizes the opportunity to give chase to the man in the EV6. Robo Dog is confronted with a series of obstacles that sap his energy and put even more time and distance between him and the object of his affection. Anticipating that he can cut the EV6 off, Robo Dog rides an elevator to the roof of a building and watches the car approach on the street below. Taking a leap of faith and on his last moments of charge, Robo Dog hurls toward the open sunroof of the EV6. Robo Dog’s eyes slowly open and he sees the young man kneeling over him. He realizes he’s been plugged into the EV6, using the model’s innovative onboard charger, fully recharging his battery, and illustrating not only the innovation of the EV6, but also the depth of the human-animal bond. Kia’s Super Bowl spot is part of an integrated marketing campaign that includes a partnership between the automaker and the Petfinder Foundation designed to help shelter animals find their forever homes. The initiative is the latest under the brand’s celebrated Accelerate “The Good Program” which has also contributed to help students in need achieve their goals of higher education and the fight against youth homelessness. ROBO DOGMENTED REALITY On Wednesday, February 9, in partnership with the Petfinder Foundation, Kia will launch its “Robo Dogmented Reality” mobile web experience which allows animal lovers to simply scan a QR Code to bring Kia’s Robo Dog into their own home through any mobile device. This innovative experience virtualizes pet adoption instantly and entices users to consider adopting an animal in need in their local communities. TIKTOK’S ROBO DOG “TURN AROUND” DANCE On Friday, February 11, Kia will launch its first-ever TikTok integration, which will provide users a chance to dance with the cutest robotic dog ever, Robo Dog, to Bonnie Tyler’s “Total Eclipse of the Heart.” Each time users hear “turn around”, Robo Dog turns, and users can turn with him. Kia partnered with five TikTok creators to encourage pet adoption, while spreading the fun and love.