Football families are a little bit different than other families. They skew toward the competitive side and need an SUV to match. An SUV like 2016 Kia Sorento. So to connect with this demographic, we created the Built for Football Families campaign currently running on NBC's NFL Sunday Night Game of the Week broadcast. In the spot titled "Participation," a father internally ponders why his son got a participation trophy when his team won every game. In the end, he takes matters into his own hands and turns the participation award into a winning trophy before getting into their KIA Sorento.