Every Kid Gets a Trophy? No Thanks, Says Kia in This Sunday Night Football Ad 'Built for football families'

Kia Motors takes on the "participation trophy" culture that's overtaken youth sports in this new national campaign by David&Goliath for the 2016 Kia Sorento, supporting Kia's sponsorship of Sunday Night Football on NBC.

The dad in the spot doesn't take kindly to the label on his kid's trophy, since his kid's team didn't just participate—they won all their games. He quickly takes matters in his own hands.

A second spot, meanwhile, features a mother pondering whether her son is really cut out for football. Again, it's meant to be a refreshingly honest take on how football parents are supposed to act, versus what they really think.

The point of the spots is that football families are more competitive than most. And they don't just drive any CUV—they drive the Sorento, which has the features and accolades to match their personalities. A third spot is forthcoming.

The tagline is, "Built for football families."

Kia sponsored Sunday Night Football in 2014, but this is the first time the automaker is producing custom creative for NFL programming.

Client: Kia

Agency: David&Goliath
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Creative Director: Rick Utzinger
Senior Art Director: Sheldon Melvin
Senior Copywriter: Matt Kappler
Art Director: Shaun Wright
Copywriter: Joe Shaner
Director of Broadcast Production: Paul Albanese
Senior Broadcast Producer: Katie Lambrecht

President: Brian Dunbar
Managing Director: Jeff Moohr
Account Director: Gordon Gray
Account Executive: Annelise Lorenzo

Managing Partner, Chief Strategy Officer: Seema Miller
Senior Planner: Ed Gibson

Director, Business Affairs: Rodney Pizarro
Business Affairs Associate Manager: Ann Shelton

Project Manager: Kemit Ray
Product Information Manager: Russ Wortman
Product Information Manager: Mark McNaul

Production Company: Moxie Pictures
Director: Frank Todaro
Director of Photography: Eric Schmidt
Executive Producer: Karol Zeno
Producer: Laura Heflin

Editorial Company: Spinach Editorial
Editors: Will Hassel & Sean LaGrange (Courtesy of ARCADE Editorial)
Assistant Editors: Glen Montgomery for Will. Eddie Mikasa for Sean.
Managing Director: Adam Bright
Producer: Jonathan Carpio
Online & Cleanup: Timber
Executive Producer: Chris Webb
Producer: Tita Poe
CD Leads / Partners: Kevin Lau & Jonah Hall
Flame Artists: Brian Shneider, Mark Youngren
Flame Assist: Jason Giamara
Managing Director / Partner: Damian Stevens

Color: Company3
Colorist: Stefan Sonnenfeld
Colorist EP: Rhubie Jovanov

Original Music & Sound Design: Beacon Street

Mix: Juice West
Sound Engineer: Bob Gremore
Executive Producer: Natalie Pranevsky

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