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Kia Motors takes on the "participation trophy" culture that's overtaken youth sports in this new national campaign by David&Goliath for the 2016 Kia Sorento, supporting Kia's sponsorship of Sunday Night Football on NBC.
The dad in the spot doesn't take kindly to the label on his kid's trophy, since his kid's team didn't just participate—they won all their games. He quickly takes matters in his own hands.
A second spot, meanwhile, features a mother pondering whether her son is really cut out for football.
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