Kia Tackles Homelessness With Super Bowl Commercial
Kia Motors has teamed with rookie running back, Josh Jacobs in a 60-second Super Bowl commercial focused on overcoming adversity. For every yard gained during the big game, Kia’s “Yards Against Homelessness” initiative will donate $1,000 to three charity partners dedicated to ending the issue of youth homelessness.
Jacobs who experienced homelessness growing up, stars in the “Tough Never Quits” spot which features the all- new 2021 Kia Seltos. “Given the struggles I faced growing up and Kia’s commitment to helping put an end to the homeless crisis facing America’s youth, it was an easy yes when I was asked to participate in the campaign,” said Jacobs. “Now I ask that people nationwide join us and pledge whatever they can to help put an end to the epidemic of youth homelessness.”
Inspired, Kia created the Yards Against Homelessness charitable initiative, an extension of the brand’s “Give It Everything” brand personality. Yards Against Homelessness continues Kia’s efforts to support and elevate America’s youth following the creation of “The Great Unknowns” scholarship last year. With Yards Against Homelessness, Kia is pledging a $1,000 donation for every yard gained in the Super Bowl divided among three charity partners: Covenant House, Positive Tomorrows and StandUp for Kids.
“An ongoing tenet of Kia’s Give It Everything philosophy is to give back in meaningful ways, and we at Kia both admire and identify with Josh’s tenacity and determination,” said Russell Wager, director, marketing operations, Kia Motors America. “The all-new Seltos is a powerful addition to Kia’s roster of tough and ready SUVs, and the idea behind ‘Tough Never Quits’ perfectly encapsulates what both Josh and Kia are all about.”
“Tough Never Quits” is the centerpiece of a tiered-broadcast and online campaign showcasing the all-new Seltos as a breakthrough in the entry SUV category. Following the overwhelming success of the Kia Telluride, the first SUV to win the “Triple Crown” of the auto industry’s most prestigious accolades – North American Utility Vehicle of the Year; MotorTrend SUV of the Year; and Car and Driver 10 Best – the refined and right-sized Seltos will begin arriving in Kia showrooms shortly.
Created by David&Goliath, KMA’s advertising agency of record, the spot will entertain across multiple platforms before and after the Super Bowl. As part of the initiative, from January 29th through February 16th, Super Bowl viewers and people throughout the U.S. are invited to make a donation by texting HOME to 41444.