Here's to the Great Unknowns.

Every year during the Super Bowl, companies are spending more on giant celebrities. Kia was no exception, with all 9 of their previous commercials being celebrity driven. But for Kia's first car made in America, we didn't go with a celebrity. In fact, we didn't even go with actors. Our premise was simple,  what if we took the big celebrity paycheck, and instead did something charitable with all that money.
 

2020 Effie Finalist - Automotive

In place of a celebrity, our big game ad starred the real residents of West Point, Georgia to telling the world their story. The story of a small town deserted by the textile industry years ago, which has now become the new home of Kia's American manufacturing plant where the new Telluride is made.

Celebrities make as much as $3 million for appearing in a big game ad. We set aside the money that would have been spent on a celebrity and instead established a scholarship to help the 'great unknowns' from less privileged communities to achieve their goals of a higher education.

Select Press

Select Press

Client
Kia

Role
Art Director

Agency
David&Goliath

©2023 Tucker Stosic

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