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Kia Stands Against Youth Homelessness for Super Bowl Campaign

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David & Goliath created the campaign 'Tough Never Quits' alongside Yards Against Homelessness and football star Josh Jacobs

Kia Stands Against Youth Homelessness for Super Bowl Campaign

What would you tell a younger you trying to make your way through the world? For Josh Jacobs, who rose from homelessness in middle school to football stardom, it is an inspiring message of hope and determination in Kia Motors’ Super Bowl spot for the all-new 2021 Seltos SUV.

Debuting today, ‘Tough Never Quits’ finds Josh driving a Kia Seltos in his home state of Oklahoma and reflecting on a time when life was much more challenging, and the odds were stacked against him. As he asks, “I wonder what I would tell my younger self if I ever saw him?” he notices a young man – representing a younger Josh Jacobs – running on the streets. The voiceover continues, “I’d tell him, Josh, it’s going to be hard growing up homeless…but you have to believe in yourself.”  Cut to both the younger and current day Josh’s together in the Seltos as the two pull up to a football field and the final piece of advice given: “Push yourself to be someone and I promise someday you will.” 

Sharing Josh's incredible story on advertising’s biggest stage inspired Kia to create the Yards Against Homelessness charitable initiative, an extension of the brand’s ‘Give It Everything’ brand personality. Yards Against Homelessness continues Kia’s efforts to support and elevate America’s youth following the creation of ‘The Great Unknowns’ scholarship last year. With Yards Against Homelessness, Kia is pledging a $1,000 donation for every yard gained in the Super Bowl divided among three charity partners: Covenant House, Positive Tomorrows and StandUp for Kids.

“An ongoing tenet of Kia’s Give It Everything philosophy is to give back in meaningful ways, and we at Kia both admire and identify with Josh’s tenacity and determination,” said Russell Wager, director, marketing operations, Kia Motors America. “The all-new Seltos is a powerful addition to Kia’s roster of tough and ready SUVs, and the idea behind ‘Tough Never Quits’ perfectly encapsulates what both Josh and Kia are all about.” 

‘Tough Never Quits’ is the centerpiece of a tiered-broadcast and online campaign showcasing the all-new Seltos as a breakthrough in the Entry SUV category. Following the overwhelming success of the Kia Telluride, the first SUV to win the ‘Triple Crown’ of the auto industry’s most prestigious accolades – North American Utility Vehicle of the Year; MotorTrend SUV of the Year; and Car and Driver 10 Best – the refined and right-sized Seltos will begin arriving in Kia showrooms shortly. Created by David&Goliath, KMA’s advertising agency of record, the spot will entertain across multiple platforms before and after the Super Bowl.

Additional elements of the integrated campaign include print, digital, social and outdoor components. As part of the initiative, from January 29th through February 16th, Super Bowl viewers and people throughout the US are invited to make a donation by texting HOME to 41444 to help Kia and Josh Jacobs in the fight against youth homelessness. 

“Given the struggles I faced growing up and Kia’s commitment to helping put an end to the homeless crisis facing America’s youth, it was an easy yes when I was asked to participate in the campaign,” said Josh. “Now I ask that people nationwide join us and pledge whatever they can to help put an end to the epidemic of youth homelessness.”

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Founder and Chairman: David Angelo

President: Yumi Prentice

Copilot: Mark Monteiro

Executive Creative Director/Copywriter: Mark Koelfgen

Group Creative Director/Art Director: Frauke Tiemann

Executive Creative Director/Copywriter: Ben Purcell

Group Creative Director/Art Director: John O'Hea

Group Creative Director/Copywriter: Steve Clarke

Group Creative Director: John Davis

Art Director: Peter Watson

Copywriter: Caleb Nyberg

Jr. Art Director: Quinn Bokor

Copywriter: Alex Lee

Associate Creative Director/Art Director: Bennett Austin

Associate Creative Director/Copywriter: Nick Micale

Associate Creative Director/Art Director: Kevin Reilly

Associate Creative Director/Copywriter: Sarah Mosseller

Managing Director, Broadcast Production: Paul Albanese

Executive Producer: Curt O'Brien

Executive Digital Producer: Justine Kleeman

Senior Producer: Danielle Watchman

Digital Producer: Genevieve Shah

Jr. Producer: Natalia Celis

Executive Art Producer: Cara Nieto

Director, Business Affairs: Natasha Royzina

Business Affairs Manager: Marlon Pineda

Associate Business Affairs Manager: Amy Santana

Group Planning Director: Donesh Olyaie

Senior Strategist: Jasmine Spraglin

Communications Planning Director: Jeff Cannata

Senior Communications Planner: Natalie Gomez

Jr. Communications Planner: Hailey Kim

Associate Director of Project Management: Genie Lara

Senior Project Manager: Maddy Murphy

Jr. Project Manager: Anna Carnochan

Managing Director: Jeff Moohr

Account Director: Aleks Rzeznik

Account Supervisor, National: Nicole Pressman

Management Supervisor, National: Annelise Lorenzo

Management Supervisor, Digital: Sarah Masket

Account Executive, Digital: Gabriella Mourad

Assistant Account Executive, Digital: Britney Bencomo

 Automotive Specialist/Kia Product Information Manager: Russ Wortman

Managing Director, Integrated Production and Technology Services: Peter Bassett

Digital Designer: Meagan Steinkamp

Digital Designer: Kurtis Mirick


Production Company: Serial Pictures

Director: John Hillcoat

DP: Phillippe Le Sourd

Founding Partner/Executive Producer: Violaine Etienne

Head of Production: Jennifer Gee

Producer: Tracy Broaddus

Color: a52 Color

Colorist ‘Sustain, Teaser’: Daniel de Vue

Color Assistants ‘Sustain, Teaser’: Corey Martinez, Dylan Bursick, Aaron Flickinger

Producer ‘Sustain, Teaser’: Jenny Bright

Executive Producer ‘Sustain, Teaser’: Thatcher Peterson


Editorial Company: Spinach

Executive Producer: Jonathan Carpio

Producer: Patricia Gushikuma

Producer: Cristy Torres

Editor ‘Super Bowl’: Conor O’Neill

Asst. Editor ‘Super Bowl’: Rex Lowry

Editor ‘Sustain and Teaser’: Adam Bright

Assistant Editor ‘Sustain and Teaser’: Marshall Thompson


Colour: MPC

Colourist ‘Super Bowl’: Mark Gethin

Colour Assistant ‘Super Bowl’: Nate Seymour

Producer ‘Super Bowl’: Diane Valera

Post Production

Post: a52

Visual Effects Supervisor: Andy McKenna

CG Supervisor: Andrew Romatz

2D VFX Artists: Adam Flynn, Kevin Stokes

Sr. Executive Producer: Patrick Nugent

Producer: Jillian Lynes


Music Company: South Music

EVP/Director of Production ‘Super Bowl’: Ann Haugen

Producer ‘Super Bowl’: Ignacio Zas

Music Company: RNDM ORDR

Guin Frehling Executive Producer ‘Teaser’:

Rory Doggett Creative Director ‘Teaser’:

Rory Doggett Music by ‘Teaser’:


Sound Design Company: RNDM ORDR

Executive Producer ‘Super Bowl, Teaser’: Guin Frehling

Creative Director ‘Super Bowl, Teaser’: Rory Doggett

Sound Designer ‘Super Bowl, Teaser’: Gus Koven

Assistant Sound Designer ‘Super Bowl, Teaser’: Nick Tuttle


Music Company: Barking Owl

Creative Director ‘Sustain’: Kelly Bayett

Composer ‘Sustain’: Barking Owl

Producer ‘Sustain’: KC Dossett


Sound Design Company: Barking Owl

Creative Director ‘Sustain’: Kelly Bayett

Producer ‘Sustain’: KC Dossett

Sound Designer ‘Sustain’: Morgan Johnson


Audio Post Studio: Margarita Mix

Nathan Dubin

Genres: Dialogue, Storytelling, People

Categories: Automotive, Cars

David & Goliath, Wed, 29 Jan 2020 17:30:05 GMT