Longtime Super Bowl advertiser Kia is back this year with a new car and a new cause that play out in a heartstring-pulling ad that marks the automotive brand’s second consecutive Big Game spot.
This year, the automaker’s 60-second commercial from David & Goliath addresses youth homelessness with a now-successful football player giving his advice to his younger self, who’s seen heading to an early morning practice in the face of adversity. Airing in the third quarter, it plugs Kia’s 2021 Seltos SUV and a new charitable initiative, though the latter isn’t discussed on screen.
In the weeks leading up to Super Bowl LIV, Kia pledged to donate $1,000 for every yard gained during Sunday night’s game to three charities as part of the brand’s new Yards Against Homelessness campaign.
This is the second Super Bowl in a row where Kia has taken a serious tone in its ad, eschewing the lighthearted, celebrity-filled spots that defined its presence in the Big Game for years.
AGENCY: David & Goliath
QUARTER AIRED: Q3
SUPER BOWL: LIV