Seltos / SUPER BOWL

Pre-Launch TVC/OLV/”Press Conference”

Raiders running back Josh Jacobs is of the best stories you’ll ever find. He grew up homeless. Sleeping in his Dad’s truck with his brothers and sisters. Football was a way off the street. We pre-launched with two cryptic :30 films. In the first, we hired an actor to play “young Josh”. The script was from an actual interview where Josh explained where his passion for the game comes from.

Purpose Based Initiative

We tipped our hand a little. And announced youth homelessness would be our purpose-based focus.

Pre-Launch/TVC/OLV”Tunnel”

To build more heat around Kia’s Super Bowl plans, we released our second pre-launch TVC one day before the big game. The script was identical to our first pre-launch film. But this time, it was voiced by (and starred) an adult Josh Jacobs.

TVC/OLV/”Tough Never Quits”

What would you tell your younger self if you could jump through time? It’s something we’ve all thought about. That became the hook for Kia’s 11th Super Bowl appearance.

Press Coverage/”Today Show”

This story had so much raw emotional power. It was nice to see other people get worked up like we did. CLICK TO PLAY +.

We got some nice ink. Which never hurts.

Activation/“Yards Against Homelessness”

Over 4 million kids in America are homeless. This, in the world’s wealthiest nation. Germany (at a quarter of the population of the US) has only 22,000 kids on the street. We were stunned by those stats. So we created Yards Against Homelessness—pledging a thousand dollars per yard earned in the big game for homeless youth. Ultimately, Kia rounded up to a million dollars. Then doubled down with another million a month later.

OLV/Documentary

The deeper we got into Josh’s story, the more we realized it couldn’t be told in purely short form. While we were filming, Josh gifted his Dad with a house and won NFL Rookie of the Year. We had no clue these things would happen while we were shooting.

The interest was immediate. And measurable. Seltos continues to be a strong seller, despite it’s goofy name. And a big reason Kia blew past it’s sales benchmarks in a very tough year.

Josh grew up in Tulsa. So we scouted rural Oklahoma. Which has a mind bending variety of terrain. Abandoned racetracks. Dunes that would be indistinguishable from the Sahara. We took advantage of what we could find.