Saving the world can be hard work. But if you drive an eco-hybrid like the Kia Niro, you can do your part without hurting yourself. That was the thinking behind this fully-integrated campaign that launched on the 2017 Super Bowl. It gave just about every possible news outlet something to talk about. The TODAY Show to Good Morning America. Huffington Post to Fox News. NPR to Greenpeace. The spot was named the #1 Super Bowl commercial by the USA Today Admeter and by YouTube AdBlitz. It garnered more than 25 million views. The campaign generated more than 886 million impressions. And proved that sometimes the best way to tackle a serious subject is to be seriously funny.