John Hillcoat “Gives It Everything” for Kia’s Super Bowl Ad

Director John Hillcoat returned to the Super Bowl this year with a heartfelt big game ad that honors the workers or Kia’s West Point, Georgia plant. Narrated by nine-year-old Korbin, who was raised by his grandmother in the small, rural town, the 90-second ad, created with agency David&Goliath, spotlights the locals who “Give It Everything”.

Instead of hiring a celebrity to star in the spot, Kia put aside that money for a scholarship program that helps underprivileged kids like Korbin get access to higher education. A total of 16 students will be awarded grants of $5,000 which is renewed for up to three additional years or until a bachelor’s degree is earned.

Watch the spot and read more about how it came together on Clio Muse and Campaign.

The Steve Golin Fund

In honor of Steve’s fierce determination to fight cancer, The Steve Golin Fund accelerates research in Ewing sarcoma, a rare bone and soft tissue cancer predominantly found in children. With your support, we can realize Steve’s dream of advancing breakthrough therapies to treat this disease that impacts thousands of lives each year.

CLICK HERE or visit to donate.

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