Kia calls for Nationwide Blitz against Youth Homelessness in Super Bowl Campaign for the All-New 2021 Seltos SUV
Kia Teams with Standout Rookie Running Back Josh Jacobs in 60-Second Spot Focused on Overcoming Adversity and Achieving the Impossible Dream
For Josh Jacobs, who rose from homelessness in middle school to football stardom, it is an inspiring message of hope and determination in Kia Motors’ Super Bowl spot for the all-new 2021 Seltos SUV.Debuting today, “Tough Never Quits” finds Jacobs driving a Kia Seltos in his home state of Oklahoma and reflecting on a time when life was much more challenging, and the odds were stacked against him. The voiceover continues, “I’d tell him, Josh, it’s going to be hard growing up homeless...but you have to believe in yourself.” Cut to both the younger and current day Josh’s together in the Seltos as the two pull up to a football field and the final piece of advice given: “Push yourself to be someone and I promise someday you will.”
Sharing Jacobs’ incredible story on advertising’s biggest stage inspired Kia to create 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.
Jan 22, 2020 at 19:30