Kia is doing things differently this year.
This year's Super Bowl is going to be very different. Since the big game is watched by millions of sports fans, it's a massive advertising opportunity for automakers to air commercials showcasing their latest models. These big-budget commercials often have celebrity cameos. But with advertising budgets cut, many automakers decided to pull out of this year's Super Bowl. One exception was Toyota, although the Japanese manufacturer's commercial won't feature any cars. For the first time in 11 years, Kia will also be skipping this year's Super Bowl.
Instead, the Korean automaker is focusing on its "Accelerate The Good" charity program supporting America's youth that includes college scholarships, homeless youth assistance, and pandemic relief. In a new campaign, Kia is making donations to support high school football programs across America, starting with a $50,000 donation to the Woodrow Wilson High School in Camden, N.J.
Budget cuts meant the 68-player Woodrow Wilson Tigers team were forced to suspend their season in fall last year. More high school football programs will be added to the campaign over the next few weeks.
"Football is America's game, and this Sunday will provide the welcome break we all need from the pandemic. As we thought about it more, we realized Kia could use this as an opportunity to help high school players keep working toward their dreams of someday being on football's biggest stage," said Russell Wager, vice president of marketing at Kia Motors America. "Kia is continuing to help young people in need get back some of their pre-pandemic lives."
We admire the resolve and determination of the Woodrow Wilson Tigers and look forward to celebrating more extraordinary young people across the country who simply want to play the game they love." During the pandemic last year, Kia also donated two separate $1 million donations to organizations that support America's homeless youth population.
To illustrate the impact canceled sports programs can have on young people, Kia has released a new 30-second video campaign called "The Game Must Go On." A separate 30-second broadcast spot called "The Bear and The Eagle" will also debut on network and cable. Starring the all-new 2021 Kia Sorento, the spot takes you on a journey through the wilderness while demonstrating the rugged SUV's performance and off-roading prowess.