Focusing Again on Charity, Kia Is in the Big Game for the 11th Year Running

The 60-second spot will highlight youth homelessness

Backside of a young boy wearing a jean jacket and a cowboy hat
Like last year, Kia's 2020 Super Bowl ad will feature a cause instead of a celebrity. Kia

After running Super Bowl ads with big name celebrities for the better part of a decade—the auto manufacturer has previously hired Christopher Walken, Melissa McCarthy and Pierce Brosnan, to name a few—Kia made an unexpected pivot last year.

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.