Introducing one of the stars of Kia Motors’ upcoming Super Bowl commercial for the all-new 2021 Seltos SUV, a strong and determined young boy, no more than 10 years old, enters a room teeming with journalists, flooded in a sea of flash bulbs and shutters. After making his way to the podium, he looks out across the assembled crowd and says, “First question.” A reporter quickly replies, “What keeps you going out there?” Seems innocuous enough. But for the boy, the question clearly has hidden meaning. After a moment of reflection, he responds. With a clarity of purpose few 10-year-olds have.
In the :30 big game teaser spot titled “I Run For”, the young boy confidently shares what keeps him going out there, and who he runs for, reflecting an inner knowing of who he is and what he stands for.
“At the heart of our “Give It Everything” philosophy is a spirit that doesn’t know quit,” said David Angelo, founder and creative chairman of David&Goliath. “This teaser illustrates that spirit and how a little hope and resilience can help you achieve anything. It sets the tone for not just a Super Bowl spot but a Super Bowl conversation.”
Big Game Spot
Scheduled to air in the third quarter, Kia’s 60-second spot focuses on overcoming adversity to achieve the impossible dream. And the hardscrabble journey at the center of the story inspired Kia to establish the “Yards Against Homelessness” charitable initiative as a continuation of its “Give It Everything” brand personality.
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 all-new Seltos is set to energize the Entry SUV segment with a personality all its own.