The motor brand has opted to shake things up for its 10th consecutive appearance during the US National Football League climax by evoking its ‘challenger spirit’ with ‘The Great Unknowns Scholarship’.
A 30-second trailer aired during an NFC Championship match offers a sneak peek at how this will be achieved in practice, by highlighting the social good Kia can effect.
The car brand wrote: “Every year, millions of dollars are spent on celebrity endorsements in big game ads. This year, we’re doing something different.
“Instead of handing checks to celebrities, we’re launching the Great Unknowns Scholarship to help young people in need get a foothold in higher education.”
Kia is banking on sport to raise awareness having also been named as official partner of the UEFA Europa League for the next three years.
Further details of the launch will be divulged on 3 February.