For its 10th consecutive year advertising during the Super Bowl, Kia Motors America took an unconventional approach. Instead of the usual celebrity glitz and glamour, Kia used its 90-second spot to honor the working-class spirit of Americans nationwide and reintroduce the brand through its upcoming all-new SUV, the 2020 Kia Telluride. Watch the commercial here.
The “Give it Everything” ad opened on a young boy who hails from West Point, Georgia, and who stated, “We are not famous. There are no stars in a sidewalk for us. No statues in our honor. We’re just a small Georgia town of complete unknowns.” He continued, “Because we are not known for who we are, we hope to be known for what we do. What we build.” The viewer then saw the first glimpse of the all-new 2020 Kia Telluride SUV, as the voiceover continued, “No, we are not famous. But we are incredible. And we make incredible things.”
In an unusual move, the money saved by not paying a celebrity for this year’s Super Bowl ad will be used to create The Great Unknowns Scholarship, to assist eligible students who plan to continue their education in college or vocational school programs. The goal is to discover and reward young Americans who embody the spirit of “Give It Everything,” and help them pursue their academic dreams. For more information on the “The Great Unknowns Scholarship”, including eligibility requirements and application process, visit www.thegreatunknowns.org.
“The Great Unknowns Scholarship is Kia’s way of fostering the next generation of amazing professionals, the ones that will keep America profitable, grow the economy and give back to their communities. These are the ones that Give It Everything and we look forward to their contributions to America,” continued Chehab.
The tagline, “Give It Everything” highlights Kia’s unstoppable spirit to try harder, work smarter, build better and sweat every detail.
“Today marks a new direction for Kia and one that has been a long time in the making,” said Saad Chehab, vice president, marketing communications, Kia Motors America. “We’ve spent the last 10-plus years quietly improving our vehicles by hiring the best designers, engineers and assembly line workers. In other words, ‘Giving It Everything.’ And instead of using a celebrity in our Super Bowl ad, we chose to honor the hard-working people of America, starting with the thousands of men and women at our U.S.-based manufacturing plant. At Kia, we are fueled by an unstoppable spirit to try harder, work smarter and sweat every detail, and this year our spotlight shines on people who have defied odds and exceeded expectations. People like us.”
- Posted by Nicole Wilkins
- On February 5, 2019