Kia is taking to the big screen to preview its Super Bowl ad for the second year in a row.
Viewers got their first look at a teaser for the ad Friday online and in movie theaters.
The complete ad spot, called “Space Babies,” will be shown in movie theaters on Feb. 1 and 2 before Super Bowl 2013 on Feb. 3.
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Kia was the first Super Bowl advertiser to premiere its ad in movie theaters last year.
The full ad will be 60 seconds long and was helmed by British director Jake Scott, who has mostly worked on music videos. Scott is the nephew of the late film director Tony Scott, who directed “Top Gun.”
“As the marketing event of the year, the Super Bowl is a high-profile platform that Kia has used very successfully in each of the last three years to launch new vehicles and raise consumer awareness and perception for the brand,” Michael Sprague, Kia’s executive vice president, said in a statement.
In its Super Bowl ad last year, Kia featured supermodel Adriana Lima and rock band Motley Crue.