For the second year in a row, director John Hillcoat helmed Kia’s Super Bowl commercial, via agency David&Goliath, and like last year’s “Give It Everything”, this year’s spot “Tough Never Quits” is part of a bigger socially relevant initiative. Featuring Raiders running back Josh Jacobs, who grew up homeless in Tulsa, Oklahoma, raised by his father and frequently sleeping in their car, the commercial follows Jacobs as he encourages a version of his younger self to be “tougher than the world around you.”
As part of “Tough Never Quits,” Kia also created a new charitable initiative called Yards Against Homelessness. For every yard gained in the game, the company has pledged to donate $1,000 to Stand Up for Kids, Covenant House and Positive Tomorrows, three charities that focus on youth homelessness.
Watch the Super Bowl commercial below.