And the dishonor goes to ... Kia
Kia’s ad depicts billionaire playboys, aliens, a sea god, and an ancient culture all eager to snatch a Kia Optima from one another.
“The Kia spot was a complete waste of money,” says Adam Hanft, founder and CEO of the brand strategy firm Hanft Projects, noting that ads with such high production values just pile on costs to the $3 million price of a 30-second slot Super Bowl.
“It was so over-the-top and out of touch with where the car sits in the marketplace,” he says.
