Instead, the Korean carmaker opts for scholarship.
It is obvious that the Super Bowl, one of America’s most important sporting events, is where automakers spend the majority of their advertising dollars. Last year’s Super Bowl saw many ads from motorcycle and car brands. These included celebrities such as Jeff Goldblum, Squarespace and Keanu Reeves; and Kia with Steven Styler firing up the Stinger.
Kia America decided to combine philanthropy and advertising this year and chose not to use celebrities in its Super Bowl commercial. Instead, it created The Great Unknowns Scholarship to help young people in need of higher education.
The Korean automaker included this copy of the ad in its teaser, which was shown during the NFC Championship game.
“Every year, millions are spent on celebrity endorsements for big game ads. We’re doing something new this year.
Kia’s bold decision to advertise charity is a great move. Helping the most disadvantaged youth is the best way to shape the future. The young people who are given better education might be able to pool their future leaders and decision-makers. What if they don’t get the chance?
Last year, Kia’s sister firm, Hyundai opted not to use celebrity endorsements and highlighted their support for pediatric cancer research in their Super Bowl commercial. This is a powerful scene that deserves a follow-up. Toyota did not use celebrities for its commercials, but it did engage in thematic ads that included mobility and Paralympic success stories.