In the build-up to the upcoming Super Bowl, we're finding out which automakers will be using the opportunity to launch campaigns at one of the world's biggest sporting spectacles. Kia is the next to reveal their plans with a rousing 60-second spot featuring the 2021 Seltos SUV and the well-known running back Josh Jacobs.

The video focuses on overcoming adversity and achieving impossible dreams, appropriate since Jacobs himself experienced homelessness at a younger age before landing his big break.

Entitled "Tough Never Quits", the inspiring commercial sees Jacobs at the wheel of a Kia Seltos in Oklahoma, his home state, reflecting on tougher days gone by. As he does this, he encounters a younger version of himself and what he may say to him. As the commercial advances, Jacobs tells his younger self "push yourself to be someone and I promise someday you will".

Contrasting shots of a younger Josh Jacobs at a local sports field and his professional, current-day appearance on the big stage conclude the commercial. Jacobs' story has further inspired Kia to create the Yards Against Homelessness charitable initiative.

As another extension of the brand's Give It Everything campaign, Kia will be using the charitable initiative to pledge a $1,000 donation for every yard gained in the Super Bowl, to be divided among three charity partners: Covenant House, Positive Tomorrows, and StandUp for kids.

"We at Kia both admire and identify with Josh's tenacity and determination," said Russell Wager, director, marketing operations, Kia Motors America.

Russell went on to say that "the all-new Seltos is a powerful addition to Kia's roster of tough and ready SUVs, and the idea behind 'Tough Never Quits' perfectly encapsulates what both Josh and Kia are all about". Following on from the success of the Kia Telluride, the Seltos subcompact crossover will face off against the Ford EcoSport and Nissan Kicks.

With a starting price of just over $20,000, the Seltos' youthful styling and high-tech cabin are likely to find favor with buyers in this segment, many of whom will see it for the first time this coming Game Day.