Super Bowl advertising is full of celebrities. High-priced celebrities. This year, Kia Motors America promised that instead of paying for a high-priced celebrity in its Super Bowl ad, it would repurpose that money to discover and reward young Americans who embody the brand’s Give It Everything philosophy.
Kia launched The Great Unknowns Scholarship to help young people in need get a foothold in higher education. The call for entries was part of Kia’s 360-degree Give It Everything marketing campaign which began with the 2019 Super Bowl spot of the same name, created by Kia’s agency of record David&Goliath.
Kia has now chosen its scholarship recipients, 16 college students from across the US, chosen based on financial need, academic performance and the demonstrable ways they made a difference by giving it everything within their local schools and communities.
Michael Cole, president, Kia Motors America, stated, “We are honoured to help these talented and ambitious students further their education and we’re excited to see what their futures hold.”
Recipients of The Great Unknowns Scholarship are enrolled at a variety of colleges and universities, including Harvard University; University of Alabama, Huntsville; New Mexico Institute of Mining and Technology; University of Texas, San Antonio; Duke University; and the University of Pennsylvania. Their fields of study range from economics and computer science to public policy, neuroscience and aerospace engineering.
More information about The Great Unknowns Scholarship program and the application process can be found here.
