Melissa McCarthy Tries to Save the Planet as an Eco-Warrior in Kia’s Fun Super Bowl Ad

But the Niro crossover is a bit easier than activism

Headshot of Tim Nudd

The environment could use a little help right now, and Melissa McCarthy tries to oblige in Kia’s amusing Super Bowl commercial, released early Wednesday.

But it turns out that saving the whales, trees and rhinos is harder than it looks—and that driving the 2017 Kia Niro crossover, which gets over 40 miles per gallon, is an easier way to help the planet.

Kia and its agency, David&Goliath, have done well with celebrities on the Super Bowl lately (see Pierce Brosnan in 2015, and Christopher Walken in 2016). And this new spot, titled “Hero’s Journey” and scheduled to air in the third quarter on Sunday’s Super Bowl on Fox, continues the brand’s winning streak.

McCarthy’s doomed enthusiasm is comical, and the slapstick-violent visuals of her exploits should fit well into the vibe of Sunday night’s telecast.

See the spot here:

The ad initially broke on Facebook Messenger, which Kia says is a first for a Super Bowl spot. The automaker is operating an AI on Messenger called NiroBot, which will be interacting with fans during Sunday’s telecast.

Consumers engaging with NiroBot will have the chance to win over 40 props and items from the set of the commercial, Kia says.

Client: Kia Motors America

Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce/Colin Jeffery
Executive Creative Director: Gustavo Sarkis
Executive Creative Director/Writer: Ben Purcell
Writer: Mark Montiero
Creative Director: John O’Hea
Associate Creative Director: Courtney Pulver
Associate Creative Director: Robert Casillas
Executive Broadcast Producer: Curt O’Brien
Director of Broadcast Production: Paul Albanese
Executive Director of Business and Legal Affairs: Rodney Pizarro
Business Affairs Manager: Daniella Vargas

Production Company: MJZ
Director: Matthijs Van Heijningen
Director of Photography: Joost Van Gelder
President: David Zander
Executive Producer: Eriks Krumins
Producer: Donald Taylor

Editorial Company: Work Editorial
Editor: Jono Griffith
Assistant Editor: Keith Hamm
Assistant Editor: Ben Foushee
Executive Producer: Marlo Baird
Producer: Lynne Mannino

VFX Company: The Mill
Creative Director/VFX Supervisor: Robert Sethi
Creative Director/VFX Supervisor: Chris “Badger” Knight
Executive Producer: Pete King
Executive Producer (Telecine): Thatcher Peterson
Senior Producer: Anastasia Von Rahl

Music Editing/Sound Design Company: Stimmung
Creative Director: Rory Doggett
Executive Producer: Ceinwyn Clark
Sound Designer: Gus Koven

Mix: Margarita Mix, Santa Monica
Sound Engineer: Nathan Dubin
Executive Producer: Whitney Warren

Celebrity Talent Acquisition: The Marketing Arm
Managing Director: Chalcea Park

Licensed Music: “Holding Out for A Hero” performed by Bonnie Tyler

Photographer: Matthias Clamer
Agency: Stockland Martel
Production: Brooke Ludi; Brooke Ludi Productions

Retouching: TheLab
Retouchers: Rick Navarro and Gabriel Apodaca

@nudd Tim Nudd is a former creative editor of Adweek.