Kia is the fourth automaker to confirm 2022 in-game ads, following Nissan, Toyota and General Motors. Last year, only three automakers bought ads — Stellantis (Jeep), GM and Toyota — which marked a recent low point for the category. In the 2020 Super Bowl, six automakers consumed a total of seven minutes and 30 seconds of airtime, spending an estimated $77 million on media buys.
Kia for years was known for celebrity-filled lighthearted Super Bowl ads but the brand has more recently taken a serious tone with its big game ads. Its 2020 spot starred Raiders running back Josh Jacobs and put a spotlight on youth homelessness.
