Kia | Binky Dad

Kia returned to the Super Bowl in 2023 with a 60-second spot called “Binky Dad” — a heartwarming, high-energy adventure starring a determined father on a mission to retrieve his baby’s beloved pacifier. His trusty sidekick? The rugged Kia Telluride X-Pro, tackling every obstacle along the way.

To extend the story beyond game day, we released an extended cut in movie theaters, giving audiences a deeper dive into Dad’s epic quest. But the experience didn’t end there. A QR code at the end of the cinema spot directed viewers to TikTok, where they could unlock three exclusive alternate endings created specifically for the platform.

This groundbreaking campaign introduced cinematic sequels to social media, offering an interactive twist that kept fans engaged without leaving their seats.

I led the creative across social and digital for this Super Bowl campaign. The TV spot ended on a cliffhanger, directing viewers to TikTok to unlock exclusive alternate endings. We also teamed up with creators and influencers to develop their own unique takes on the finale. To deepen engagement, we launched a TikTok filter/game that let users step behind the wheel of the Telluride and recreate an iconic moment from the spot. There’s no pacifier emoji on your phone—Apple and Android forgot the Binky, just like the dad in our commercial. To build buzz ahead of the launch, we started a Change.org petition to get one added. During the Super Bowl itself, we amplified Kia’s presence by deploying real-time reaction GIFs that engaged with other brands sparking conversations and increasing Kia’s visibility across platforms.

TikTok Interview

We broke new ground with a Super Bowl ad that kicked off on TV and finished on TikTok — something no one had ever done before. TikTok took notice and invited me to share the story on their series, Made for TikTok.