Instead of spending money on a celebrity appearance at this year's Super Bowl, Kia will be using its ad spot to announce The Great Unknowns Scholarship.
This move deviates from Kia's typical ad spots, as the motor company has paid a hefty price tag to feature faces like Steven Tyler, Melissa McCarthy, Christopher Walken, Pierce Brosnan and more. In a 30-second trailer for the ad, a young boy is heard saying “Right now companies everywhere are choosing celebrity endorsers for their Big Game ad. Millions will be paid, just like any other year. But what if it wasn’t? What if a few of those celebrity paychecks got set aside to help unfamous people? What if this year in some way, it was about the rest of us?”
The scholarship will help young people achieve a higher education.