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Former MISS USA to Star in Super Bowl Ad From Kia Motors

February 1
8:41 2013

Former MISS USA to Star in Super Bowl Ad From Kia Motors

Technology is an integral part of everyday life and advancing faster than ever. And when one unsuspecting auto enthusiast gets a little too touchy-feely with the all-new 2014 Kia Forte compact sedan in Kia Motors America's (KMA) latest Super Bowl ad, a futuristic robot played by former Miss USA Alyssa Campanella springs into action to help him learn an important lesson: Always respect the tech. "Hotbots" is scheduled to air during the third quarter of Super Bowl XLVII on February 3 and introduces the technology-laden Forte, which will offer the next iteration of Kia's hands-free infotainment and telematics system, UVO eServices, when it goes on sale in the coming months.

"The Super Bowl's audience of more than 100 million people has served as the perfect platform for launching many of Kia's most memorable ad campaigns over the past three years, resulting in higher consumer awareness for our brand and record-setting sales," said Michael Sprague, executive vice president, marketing & communications, KMA. "Everyone can relate to 'kicking the tires' at an auto show or in a showroom, and 'Hotbots' is sure to bring a smile to the faces of youthful car buyers seeking the technologies, connectivity and premium features found on the all-new 2014 Forte."

Created by David&Goliath, KMA's advertising agency of record, a special expanded version of "Hotbots" can be viewed now at YouTube.com/Kia. As one of the fastest growing car companies in the U.S. over the last five years[1], Kia returns as a Super Bowl advertiser for the fourth straight time, including the previously released "Space Babies" spot for the new 2014 Sorento CUV. "Hotbots" is a fully integrated marketing campaign incorporating TV, digital, print, social media and in-dealership components.

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