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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.
Rather than paying for star power, it used that money to fund a new initiative called The Great Unknowns Scholarship, promising to “help young people in need get a foothold in higher education.” The ad was created by its agency of record, David&Goliath, which will also be handling its 2020 spot.