The epic, cinematic spot sees legendary rocker, Steven Tyler, at an old abandoned racetrack. With the familiar notes of “Dream On” playing backwards, Tyler looks as though he’s about to race the Stinger against another legend, two-time Formula One and Indianapolis 500 champion Emerson Fittipaldi. After a moment of reflection, rather than driving the car forward, Tyler takes the car backwards around the track, in reverse. When he comes to a stop, he finds himself in the early 1970s – a young rock star in his prime, at a moment when he felt most alive. The spot ends with the on-screen text “Feel Something Again.” The driving in reverse concept not only hearkens back to the spirit of youth in both Tyler and Kia, but it’s also a change of course for the brand, which is proving to buck the conventions of the auto industry at every turn.