The carmaker has decided its money can be spent more wisely.
After a decade of creative and award-winning Super Bowl campaigns, Kia has made the decision that it will not be making an appearance at the Super Bowl LV. The brand, which last year featured a 2021 Seltos being driven by running back Josh Jacobs, will instead expand its charitable initiatives. The Kia "Accelerate The Good" program began in 2019 with the establishment of the Great Unknowns Scholarship, and the brand will continue to support America's homeless youth. This follows the news that the GMC Hummer EV would not be making its debut at the event as previously reported, with GMC and Buick deciding to opt-out of spending big advertising dollars at the yearly event.
"At the onset of the pandemic in 2020, we continued our efforts through two separate $1 million donations to organizations that support America's homeless youth population," Kia revealed in a statement. Many other companies have pulled their advertising for this monumental event for similar reasons. Budweiser, one of America's most well-known brands, will not be advertising in this year's Super Bowl for the first time in 37 years and will be using its advertising budget to support Covid-19 vaccine awareness in a virtual-only social media ad.
Kia and Budweiser will also be joined by soft drink powerhouses Coke and Pepsi who have opted out of running in-game ads. Pepsi will help sponsor the halftime show. These moves also make business sense for companies struggling with the economic knock-on effects of the pandemic. Last year a 30-second commercial cost $5.6 million. Kia is doing a lot to change its brand perception in the US, including the launch of a new logo and a range of upcoming electric vehicles. This wholesome type of brand behavior should definitely be praised.