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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.
Released today, Kia’s spot for the Big Game pretty much leaves aside everything you’d associate with a car and instead uses its 60 seconds to talk about youth homelessness—starting with a guy you’d never associate with it.
“Tough Never Quits,” produced by Kia’s agency of record David&Goliath, stars Raiders running back Josh Jacobs, and tells a story you won’t find on his Wikipedia page.