In addition to producing a bevy of high-quality and innovative models, Kia strives to make a positive difference with its support of community-related initiatives around the world. Yesterday, Kia released a “Tough Never Quits” spot that will air during the Super Bowl. The ad aims to help promote the automaker’s campaign for reducing youth homelessness.
The 60-second spot features Josh Jacobs, a running back for the Las Vegas Raiders (formerly Oakland Raiders). In the video, Jacobs, who experienced homelessness growing up, gives valuable encouragement and advice to his “younger self,” telling him, “Josh, it’s going to be hard growing up homeless, but you have to believe in yourself. Push yourself to be someone and I promise someday you will.”
Kia Yards Against Homelessness Initiative
The inspiring spot shines a light on Kia’s new Yards Against Homelessness charitable initiative, which is 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. As part of the initiative, from January 29 through February 16, Super Bowl viewers and people throughout the U.S. are invited to make a donation to Yards Against Homeless by texting HOME to 41444.