Kia Will Fund a Scholarship Instead of Paying for a Celebrity in Its Super Bowl Ad

The brand is using its spot to launch The Great Unknowns Scholarship

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In recent years, Kia has become synonymous with running Super Bowl ads that star a celebrity. The brand featured Aerosmith’s Steven Tyler in 2018, Melissa McCarthy in 2017, Christopher Walken in 2016, Pierce Brosnan in 2015, and Laurence Fishburne as his Matrix character Morpheus in 2014.

But this year, Kia is breaking precedent and running an ad that not only features zero celebrities, but questions how the money spent on landing these famous faces could be put to better use.

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