Longtime Super Bowl advertiser Kia skipped the celebrities this year in a 90-second Super Bowl ad plugging its new Telluride luxury SUV.
The spot from California creative agency David & Goliath is set in the small town of West Point, Ga., home to the Kia plant where the Telluride is manufactured.
Narrated by a local boy named Corbin, the spot makes a point of ditching the A-listers (who are usually a staple of the automaker’s Big Game commercials), instead focusing on the small town’s residents. Opened in 2009 to make the Kia Sorento, the company’s West Point factory is now one of the town’s largest employers.
"There are no stars in the sidewalk for us, no statues in our honor. We are just a small Georgia town of complete unknowns," Corbin says at the beginning of the spot. "The closest thing to a world stage is 81-miles away in Atlanta tonight," he adds, referencing the site of Super Bowl LIII’s Patriots vs. Rams game.
Kia’s “Give it Everything” ad was a rarity in Super Bowl LIII, in a year when many brands, including its sister automaker Hyundai, cast Hollywood stars in funny big-budget ads. Past Super Bowl commercials from Kia, which has advertised during the game for 10 consecutive years, have featured celebs including Melissa McCarthy, Christopher Walken and Aerosmith’s Steven Tyler.
AGENCY: David & Goliat
SUPER BOWL: LIII
QUARTER AIRED: Q3