Kia’s ‘Good Program’ to donate $1m to homeless youth

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It’s always a bold choice for a brand to NOT show their brand in a new commercial. This is especially true when it comes to a car company – especially now when car sales, like everything else is flat. But that is what Kia and creative agency partner, David&Goliath have done in this Reel Ad of the Week.

Amidst this unprecedented global crisis, as millions of us are confined to our homes, there is another sizeable population of our citizens who do not have a home to go to. It’s the 4.2 million homeless youth who are seeking much needed shelter and care and help to fight against the spread of COVID-19.

As part of Kia Motor’s recently launched “Accelerate The Good Program,” the brand will make a total donation of $1 million to multiple non-profit partners that assist homeless youth nationwide including Covenant House and StandUp for Kids.

This is the brand’s second, seven-figure donation in 2020 to nonprofits dedicated to ending youth homelessness, the first when they launched the “Yards Against Homelessness” initiative during the Super Bowl, featuringLas Vegas Raiders running back Josh Jacobs, who grew up homeless.

Kia’s continued commitment towards homeless youth comes at a critical time when life-saving measures like Shelter At Home, washing hands and wearing protective clothing like masks and gloves is immensely challenging for those without roofs over their heads. 

David Angelo, D&G

“Kia has always stood for the little guy, a challenger brand with an unstoppable spirit that knows it can achieve anything when it gives it everything,” said David Angelo, founder and creative chairman of David&Goliath. “Rooted in its brand ethos, ‘Give It Everything,’ Kia consistently gives back in meaningful ways. Its response to this pandemic is nothing short of inspirational and demonstrates not only their empathy and authentic brand purpose, but also their relentless commitment to helping homeless youth who are certainly most terrified today as they navigate through this global crisis.” 


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Created by Kia’s agency of recor , the “Accelerate The Good Program” launches with a moving 30-second spot titled “Fighting Chance” which will go live nationally on both network and cable channels later this week. 

The spot emphasizes the plight of so many homeless youth across the country at this critical moment in history. It opens with a voice-over which poses an agonizing question: “How do you shelter-in-place when your home is the sidewalk?”

The film – which uses existing footage – shows the story of a young homeless boy as he takes us on a journey along the tough streets he lives on. Finally, as it announces the $1 million donation, the film makes a final plea to viewers: “…we’re all in this together. And everyone deserves a fighting chance.” 


ALSO READ: Kia uses Super Bowl to fight youth homelessness


Other elements of the “Accelerate The Good Program” campaign include one :15 cutdown and :06 social media content, as well as online banners and social posts. 

Give It Everything Brand Purpose

Over the past 14 months, the foundation of Kia’s purpose-driven positioning, “Give It Everything,” have been laid. Firstly, with “The Great Unknowns Scholarship” which financially aided underprivileged students (launched Super Bowl 2019), and followed up by the highly-impactful “Yards Against Homelessness” initiative which launched at this year’s Super Bowl with an ad featuring Las Vegas Raiders running back Josh Jacobs, who grew up homeless.

D&G and Kia made the (correct) decision to not include any vehicles in this message and instead focus on the very real struggle of an already-challenged group during these times. And that’s why it’s Reel Ad of the Week.

CREDITS

AGENCY: DAVID&GOLIATH

  • David Angelo: Founder & Chairman
  • Yumi Prentice: President
  • Laura Forman: Chief Strategy Officer
  • Mark Koelfgen: Executive Creative Director/Copywriter
  • Frauke Tiemann: Group Creative Director/Art Director
  • John O’Hea: Group Creative Director/Art Director
  • Steve Clarke: Group Creative Director/Copywriter
  • Stephanie Kohnen: Creative Director/Art Director
  • Tiffany Smith: Creative Director/Copywriter
  • Chris Pouy: Creative Director/Copywriter
  • Bernice Chao: Associate Creative Director/Art Director
  • Bennett Austin: Associate Creative Director/Art Director
  • Nick Micale: Associate Creative Director/Copywriter
  • Paul Albanese: Managing Director, Broadcast Production
  • Christopher Coleman:  Executive Producer
  • Natasha Royzina: Director of Business Affairs
  • Yenia Paez: Senior Business Affairs Manager
  • Marlon Pineda: Business Affairs Manager
  • Amy Santana: Associate Business Affairs Manager
  • Donesh Olyaie: Group Strategy Director
  • Jasmine Spraglin: Senior Strategist
  • Beka Tesfaye Junior Strategist 
  • Jeff Cannata: Communications Planning Director
  • Natalie Gomez: Associate Communications Planning Director
  • Taylor Grant: Analytics Director
  • Genie Lara: Associate Director of Project Management
  • Mike Antonellis: Senior Project Manager
  • Donna Alexander: Senior Project Manager
  • Paul Stephens: Senior Project Manager
  • Anna Carnochan: Junior Project Manager
  • Jeff Moohr: Managing Director
  • Jay Mattingly: Account Director
  • Kylie Lemasters: Management Supervisor
  • Nick Janner: Account Coordinator
  • Candace Logan Account Director
  • Christine Phillips: Management Supervisor
  • Jillian Littleton:  Assistant Account Executive 
  • Peter Bassett: Managing Director, Integrated Production & Technology Services
  • Justine Kleeman: Executive Digital Producer
  • Meagan Steinkamp: Digital Designer
  • Kurtis Mirick: Digital Designer
  • Sarah Masket: Management Supervisor, Digital
  • Britney Bencomo: Assistant Account Executive, Digital

PRODUCTION COMPANY: Spinach

  • John O’Hea & Steve Clarke: Directors
  • Adam Bright & Jonathan Carpio: Executive Producers 
  • Juan Pablo Digenio: Director of Photography

EDIT: Spinach, LA

  • Adam Bright: Editor/Managing Director
  • Jay Lee: Assistant Editor
  • Jonathan Carpio: Executive Producer
  • Patricia Gushikuma: Post Producer

VFX: A52

  • Patrick Nugent:  Executive Producer
  • Drew Rissman:  Producer
  • Hugh Seville:  VFX Supervisor

MIX: Eleven Sound

  • Jeff Payne: Mixer
  • Melissa Elston: Executive Producer

MUSIC: SOUTH Music

  • Britt Fredensburg : Managing Partner
  • Ann Haugen:  Executive Producer
  • Ignacio Zas: Producer
  • Eric Plust/Jon Darling: Composer
  • Dan Pritikin/Matt Drenik: Creative Director

SOURCE: David&Goliath

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