Kia bypasses celebs for its Super Bowl ad, will tout a scholarship program
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Kia, which has a history of putting celebrities in its Super Bowl ads, is going without a star this year. Instead the South Korean automaker will use its ad to launch “The Great Unknowns Scholarship,” which it says will help “help young people in need get a foothold in higher education.”
The effort was teased with an ad that ran during Sunday’s NFC Championship game on Fox that sought to connect Kia to commoners, not A-listers. In the ad, a boy with a southern accents says: “Right now companies everywhere are choosing celebrity endorsers for their big-game ad. Millions will be paid, just like any other year. But what if it wasn’t? What if a few of those celebrity paychecks got set aside to help unfamous people? What if this year in some way, it was about the rest of us?”
The Super Bowl campaign is by Kia U.S. agency-of-record David & Goliath.
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