Kia: Tough Never Quits by David&Goliath
- Location:
Josh Jacobs, who rose from homelessness in middle school to football stardom, stars in his own story of hope and determination in Kia Motors’ Super Bowl spot for the all-new 2021 Seltos SUV.
The centerpiece of the campaign is an aspirational 60-second spot 'Tough Never Quits', created by David&Goliath and directed by acclaimed Serial Pictures’ director John Hillcoat. In the film we find Jacobs driving a Kia Seltos in his home state of Oklahoma and reflecting on a time when life was much more challenging and the odds were stacked against him. As he asks, “I wonder what I would tell my younger self if I ever saw him?” he notices a young boy – representing a younger Josh Jacobs – running on the streets. The voiceover continues, “I’d tell him, Josh, it’s going to be hard growing up homeless…but you have to believe in yourself.” The two Josh’s share a ride in the Seltos through some of the places that made Josh who he is today. Eventually arriving at the field Josh first played at as a youngster. The film finally transitions from the Young Josh at the local field to the ‘present day Josh’ as he exits the tunnel at a stadium during a game. “Push Yourself to be someone and I promise someday you will,” are his final words of wisdom.
Sharing Jacobs’ incredible story on advertising’s biggest stage inspired Kia to create the Yards Against Homelessness charitable initiative, an extension of the brand’s 'Give It Everything' brand personality. Yards Against Homelessness continues Kia’s efforts to support and elevate America’s youth following the creation of 'The Great Unknowns' scholarship last year. With Yards Against Homelessness, Kia is pledging a $1,000 donation for every yard gained in the Super Bowl divided among three charity partners: Covenant House, Positive Tomorrows and StandUp for Kids.
As part of the initiative, on 29 January through 16 February, Super Bowl viewers and people throughout the U.S. are invited to make a donation by texting HOME to 41444 to help Kia and Josh Jacobs in the fight against youth homelessness.
Additional elements of the integrated campaign include print, digital, social and outdoor, as well as the short form film 'Tough Never Quits – The Documentary' which explores the deeper story of Josh Jacobs and his early life on the streets of Tulsa, Oklahoma.
Credits
David Angelo Founder & Chairman
Yumi Prentice President
Mark Monteiro Copilot
Mark Koelfgen Executive Creative Director/Copywriter
Frauke Tiemann Group Creative Director/Art Director
Ben Purcell Executive Creative Director/Copywriter
John O'Hea Group Creative Director/Art Director
Steve Clarke Group Creative Director/Copywriter
John Davis Group Creative Director
Peter Watson Art Director
Caleb Nyberg Copywriter
Quinn Bokor Jr. Art Director
Alex Lee Copywriter
Bennett Austin Associate Creative Director/Art Director
Nick Micale Associate Creative Director/Copywriter
Kevin Reilly Associate Creative Director/Art Director
Sarah Mosseller Associate Creative Director/Copywriter
Paul Albanese Managing Director, Broadcast Production
Curt O'Brien Executive Producer
Justine Kleeman Executive Digital Producer
Danielle Watchman, Senior Producer
Genevieve Shah, Digital Producer
Natalia Celis Jr. Producer
Cara Nieto Executive Art Producer
Natasha Royzina Director, Business Affairs
Marlon Pineda Business Affairs Manager
Amy Santana Associate Business Affairs Manager
Donesh Olyaie Group Planning Director
Jasmine Spraglin Senior Strategist
Jeff Cannata Communications Planning Director
Natalie Gomez Senior Communications Planner
Hailey Kim Jr. Communications Planner
Genie Lara Associate Director of Project Management
Maddy Murphy Senior Project Manager
Anna Carnochan Jr. Project Manager
Jeff Moohr Managing Director
Aleks Rzeznik Account Director
Nicole Pressman Account Supervisor, National
Annelise Lorenzo Management Supervisor, National
Sarah Masket Management Supervisor, Digital
Gabriella Mourad Account Executive, Digital
Britney Bencomo Assistant Account Executive, Digital
Russ Wortman Automotive Specialist/Kia Product Information Manager
Peter Bassett Managing Director, Integrated Production & Technology Services
Meagan Steinkamp, Digital Designer
Kurtis Mirick, Digital Designer
Production Company: Serial Pictures
John Hillcoat Director
Phillippe Le Sourd DP
Violaine Etienne Founding Partner/Executive Producer
Jennifer Gee Head of Production
Tracy Broaddus Producer
Editorial Company: Spinach
Jonathan Carpio Executive Producer
Patricia Gushikuma Producer
Cristy Torres Producer
Conor O’Neill Editor “Super Bowl”
Rex Lowry Asst. Editor “Super Bowl”
Adam Bright Editor “Sustain & Teaser”
Marshall Thompson Assistant Editor “Sustain & Teaser”
Color: MPC
Mark Gethin Colorist “Super Bowl”
Nate Seymour Color Assistant “Super Bowl”
Diane Valera Producer “Super Bowl”
Color: a52 Color
Daniel de Vue Colorist “Sustain, Teaser”
Corey Martinez, Dylan Bursick, Aaron Flickinger Color Assistants “Sustain, Teaser”
Jenny Bright Producer “Sustain, Teaser”
Thatcher Peterson Executive Producer “Sustain, Teaser”
Post: a52
Andy McKenna Visual Effects Supervisor
Andrew Romatz CG Supervisor
Adam Flynn, Kevin Stokes 2D VFX Artists
Patrick Nugent Sr. Executive Producer
Jillian Lynes Producer
Music Company: South Music
Ann Haugen EVP/Director of Production “Super Bowl”
Ignacio Zas Producer “Super Bowl”
Music Company: RNDM ORDR
Guin Frehling Executive Producer “Teaser”
Rory Doggett Creative Director “Teaser”
Rory Doggett Music by “Teaser”
Sound Design Company: RNDM ORDR
Guin Frehling Executive Producer “Super Bowl, Teaser”
Rory Doggett Creative Director “Super Bowl, Teaser”
Gus Koven Sound Designer “Super Bowl, Teaser”
Nick Tuttle Assistant Sound Designer “Super Bowl, Teaser”
Music Company: Barking Owl
Kelly Bayett Creative Director “Sustain”
Barking Owl Composer “Sustain”
KC Dossett Producer “Sustain”
Sound Design Company: Barking Owl
Kelly Bayett Creative Director “Sustain”
KC Dossett Producer “Sustain”
Morgan Johnson Sound Designer “Sustain”
Audio Post Studio: Margarita Mix
Nathan Dubin Mixer/Engineer “Super Bowl”
Whitney Morris, Paula Arnett Executive Producers “Super Bowl’
Brian Frank Operations Manager “Super Bowl”
Audio Post Studio: Eleven
Jeff Payne Mixer/Engineer “Sustain, Teaser”
Andrew Smith Asst Mixer “Sustain, Teaser”
Melissa Elston Executive Producer “Sustain, Teaser”
Imani Franklin Producer “Sustain, Teaser”
Documentary Production and Editorial Company Spinach
Steve Clarke/John O’Hea Directors
Juan Pablo Digenio DP/Editor
Danielle Watchman Senior Producer
Carlie Naftolin Producer
Jonathan Carpio Executive Producer
Noah Smith Assistant Camera/Sound
Documentary Color: Company3
Sean Coleman Colorist
Matt Moran Producer
Documentary Post: Method Studios
Aaron Neitz Lead Flame Artist
Danielle Fowler Junior Flame Artist
Connor Callaghan Executive Producer
Kait Boehm Producer
Documentary Music: Howling Music
Ryan Claus, Joshua Frerichs Composers
Ryan Claus, David Grow Producers
Documentary Sound Mix: Margarita Mix, Santa Monica
Jeff Levy Mixer/Engineer
Whitney Morris, Paula Arnett Executive Producers
Brian Frank Operations Manager
