The BMW had another Super Bowl winner with their All-Electric BMW iX commercial featuring Arnold Schwazeneger playing Zeus and Salma Hayek playing Hera. Of note, is how crowded the sales space is for electric cars this year. It may have also tapped into some nostalgia for millennials, still today’s generation with the highest spending power, who may have been reminded of Poo-Chi, the most popular Robot Dog of the 2000s. The Robo Dog ad not only tapped into a heartwarming concept, it did so at an especially apt time, as nearly 1 in 5 households adopted a pet during the pandemic. Robo Dog was so popular that Kia sold 10,000 Adoption Pass NFTs, with 90% of the proceeds going to Petfinder Foundation, which helps animals find their forever homes. In the process, Kia also gained a brand ambassador and supported a cause. Walking that line takes some finesse since EVs are, like it or not, considered controversial. As a result, it manages to get across the idea of purchasing an electric car without being too on the nose. This campaign is one of those that takes a very simple, relatable, and poignant concept - in this case, pet adoption - and turns it on its robotic, electronic ear. Introducing the slogan “Live Fully Charged” and promoting the new All Electric KIA EV6, the ad features a little Robo Dog looking for his forever home. And it was a leader of the pack, as it were. Not every ad on this list was featured in the 2022 Super Bowl, but this one was.

Digital activations 2020