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Kia: Tough Never Quits by David&Goliath

Client: Kia
Date: Jan 2020
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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

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