Melissa McCarthy's slapstick shtick for Kia won the 29th annual USAToday Ad Meter competition in a crazy commercial where she gets bounced out of a boat by a rampaging whale, among other ecological calamities.
The 60-second spot, called “Hero’s Journey,” is about an eco-warrior called on to save the whales — and the trees and the polar ice caps. Each time she strives heroically but ends up with the sort of cartoonish comeuppance more commonly associated with Wile E. Coyote.
The ad’s save-the-planet theme dovetails with the 2017 Kia Niro, which the company ballyhoos as a smarter kind of crossover.
Car humor won the day last year, too, when Hyundai took the prize for an ad starring Kevin Hart. This makes two years in a row for automakers after Anheuser-Busch InBev won it the three previous years.
Car companies drove off with Ad Meter’s second and third places too. Honda scored for a 60-second spot called “Yearbooks.”
Real photos of nine celebrities in their youth come to life and talk about the power of dreams. They are (in alphabetical order) Amy Adams, Steve Carell, Viola Davis, Missy Elliott, Tina Fey, Magic Johnson, Jimmy Kimmel, Stan Lee and Robert Redford.
Audi offered “Daughter,” a powerful 60-second spot that shows a father watching his daughter weave her way down the course in a cart race.
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