Kia releases a Super Bowl teaser that stars…

kia-david-goliath

As we gear up for the Super Bowl, researching the best guacamole recipes, advertisers are of course polishing their spots and finalizing deals with the celebrities that their brand will feature.

This year, Kia now appearing in its 10th consecutive Super Bowl (take that Patriots), has decided to swerve by not featuring the likes of Steven Tyler, Melissa McCarthy or Christopher Walken.

Instead, the South Korean automaker will feature unknowns to launch “The Great Unknowns Scholarship,” which it says will help “help young people in need get a foothold in higher education.”

Kia Teaser Image_Final

A :30-second teaser, created by long-time Kia agency David&Goliath, dropped during the NFC Championship Game (yay Rams).

In the spot, a boy with a southern accent 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?” Watch below:

ALSO READ: Flamin’ Hot Doritos ‘collabs’ with Chance & Backstreet

D&G founder and Chairman David Angelo had this to say to Reel 360, “Kia has always challenged convention in its effort to deliver nothing short of the best value for America’s car buyers. This year, instead of celebrating the famous, we wanted to honor those who are not famous, the everyday people who go all in with everything they do. We call them The Great Unknowns. Stay tuned.”

Many spots on the Super Bowl feature humor and celebrities to get its audience to stop running to the kitchen during breaks in the game. However, many brands are looking for different approaches in order to stand out from the pack.

For instance, Skittles is once again not airing during the game but is still creating something that should have big impact for the candy brand by putting a live halftime Broadway musical.

The Kia premise is a bit solemn, but it’s that approach that might just make it stand out during the big game. Last year, parent Hyundai ran a spot promoting nonprofit group, Hyundai Hope on Wheels, that distributes a small portion of proceeds from every Hyundai vehicle purchased to institutions fighting childhood cancer.

Source: David&Goliath

kia-david-goliath

As we gear up for the Super Bowl, researching the best guacamole recipes, advertisers are of course polishing their spots and finalizing deals with the celebrities that their brand will feature.

This year, Kia now appearing in its 10th consecutive Super Bowl (take that Patriots), has decided to swerve by not featuring the likes of Steven Tyler, Melissa McCarthy or Christopher Walken.

Instead, the South Korean automaker will feature unknowns to launch “The Great Unknowns Scholarship,” which it says will help “help young people in need get a foothold in higher education.”

Kia Teaser Image_Final

A :30-second teaser, created by long-time Kia agency David&Goliath, dropped during the NFC Championship Game (yay Rams).

In the spot, a boy with a southern accent 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?” Watch below:

ALSO READ: Flamin’ Hot Doritos ‘collabs’ with Chance & Backstreet

D&G founder and Chairman David Angelo had this to say to Reel 360, “Kia has always challenged convention in its effort to deliver nothing short of the best value for America’s car buyers. This year, instead of celebrating the famous, we wanted to honor those who are not famous, the everyday people who go all in with everything they do. We call them The Great Unknowns. Stay tuned.”

Many spots on the Super Bowl feature humor and celebrities to get its audience to stop running to the kitchen during breaks in the game. However, many brands are looking for different approaches in order to stand out from the pack.

For instance, Skittles is once again not airing during the game but is still creating something that should have big impact for the candy brand by putting a live halftime Broadway musical.

The Kia premise is a bit solemn, but it’s that approach that might just make it stand out during the big game. Last year, parent Hyundai ran a spot promoting nonprofit group, Hyundai Hope on Wheels, that distributes a small portion of proceeds from every Hyundai vehicle purchased to institutions fighting childhood cancer.

Source: David&Goliath