Ad agencies labor for months on the planning and production of Super Bowl ads.
Kia’s agency, David&Goliath, was no different as it created a spot for the Niro hybrid crossover starring comedic actress Melissa McCarthy. But the agency’s hard work was complemented with a jolt of good fortune thanks to McCarthy’s infamous impersonation of White House Press Secretary Sean Spicer on the eve of the game.
McCarthy’s antics on “Saturday Night Live” turned into a viral bonanza that had the public clamoring on Twitter -- she was trending at times on Sunday -- while TV outlets replayed portions of the sketch throughout the day. The extra buzz around McCarthy was a welcome surprise for the agency, which had no idea that she was appearing on SNL.
“Saturday night was a night I took off. I didn’t watch the news or anything. Didn’t watch ‘SNL,’” David Angelo, founder of David&Goliath, told Automotive News. “Then I get this amazing email in the morning that said you’re not going to believe who was on ‘SNL’ last night. Then I saw the clip and every single person out there was talking about this. I have to believe that helped accentuate the spot.”