Kia is one of the many brands that have been using the attention-grab of celebrities in their Super Bowl advertising. Last year, Aerosmith’s Steven Tyler was “fuelled by youth”.
The year before, Kia fuelled Melissa McCarthy’s epic attempts to be an eco-warrior.
In 2016, Christopher Walken touted the superiority of standing out and in 2015, Pierce Brosnan, was cast in an ad not quite like the one he expected.
All great work.
And, most likely, all very expensive.
But this year, for Kia’s 10th consecutive appearance at the Super Bowl, Kia agency, David&Goliath, is using the brand’s production money for a very noble purpose. Kia is launching The Great Unknowns Scholarship at the Super Bowl, to help young people in need get a foothold in higher education.
The campaign has been teased with an ad that ran during Sunday, January 20’s NFC Championship game on Fox.
https://youtu.be/hC2_gyp_X1M
Full details of the initiative will be revealed on Feb 3.
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