The centerpiece of the campaign is a Super Bowl spot starring legendary rocker, Steven Tyler at an old abandoned

racetrack. With the familiar notes of “Dream On” playing backwards, Tyler looks as though he’s about to race the Stinger against another legend, two-time Formula One and Indianapolis 500 champion Emerson Fittipaldi. After a moment of reflection, rather than driving the car forward, Tyler takes the car backwards around the track, in reverse. When he comes to a stop, he finds himself in the early 1970s – a young rock star in his prime, at a moment when he felt most alive. The spot ends with the on-screen text “Feel Something Again.”

The Stinger is the vehicle nobody saw coming: a graphic emblem of Kia’s ability to achieve what most thought impossible. In a world where vehicle prototypes that drivers desire rarely go beyond auto shows, Kia followed through on their ambitious promise to deliver an invigorating

performance sedan rather than follow the industry trend of churning out sedate crossovers. The Stinger is Kia’s most audacious vehicle, marking a major transition for the company and signaling the moment for a shift in brand communications. With the all-new Stinger, Kia proves that age isn’t the main factor in pushing the industry forward; it’s passion. And the Super Bowl, one the most watched and most talked about sporting events of the year, is a perfect platform to launch

Kia’s message of youthful optimism.