Kia | Binky Dad

Kia returned to the Super Bowl 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 on social and digital for this Super Bowl campaign. The TV spot ended on a cliffhanger, driving viewers to TikTok to unlock exclusive alternate endings. We also partnered with creators and influencers who developed their own unique takes on the finale. Additionally, we created a TikTok filter that let users step behind the wheel of the Telluride and recreate an iconic moment from the commercial. During the Super Bowl, we amplified Kia’s social presence by launching reaction GIFs that engaged with other brands in real-time, 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.