2011 Kia SorentoEnlarge Photo
Muno from Nickelodeon's 'Yo Gabba Gabba'Enlarge Photo
Kia had a bang-up year in 2009: sales grew a whopping 9.8%, while most other automakers were floundering in the red. Now, Kia is hoping to capitalize on that forward momentum with its first ever Superbowl ad, featuring "Muno" from Nickelodeon's Yo Gabba Gabba TV show on a cross-country road trip in the 2011 Kia Sorento.
It's not hard to see the audience Kia is targeting with the 60-second spot (which will likely cost more than $5 million to air): parents of small children. That demographic is a good match for the Sorento, which bills itself as a fun, peppy crossover perfect for adults who view themselves as young and adventurous. Admittedly, we have some questions about using Muno, who looks a little too, ahem, adult friendly for primetime, but we'll let Kia slide on that one.