Raiders Running Back Josh Jacobs Talks to His Younger Self in Poignant Kia Super Bowl Ad

The carmaker again focuses its efforts on philanthropy

josh jacobs
Jacobs stars in powerful Super Bowl ad that reflects on his past. Kia

For the second year running, Kia has decided to shelve the tactics that car brands so often employ in their Super Bowl ads—celebrity endorsers, stunt drivers, adolescent-grade humor—in favor of a sober and provocative message.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.