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# Charitable Big Game Ads
Kia is Using Its Super Bowl Ad to Promote the Great Unknowns Scholarship

By Ell Smith | Published 2019-01-22 | Autos
Source: Trend Hunter, https://www.trendhunter.com/trends/the-great-unknowns-scholarship
References: [adweek](https://www.adweek.com/brand-marketing/kia-will-fund-a-scholarship-instead-of-paying-for-a-celebrity-in-its-super-bowl-ad/) & [kia](https://www.kia.ca/home)

Instead of spending money on a celebrity appearance at this year's Super Bowl, [Kia](https://www.trendhunter.com/trends/2027-telluride-suv) 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.

## Trend Insights (Trend Hunter)

- Score: 1.3/10
- Popularity: 4% | Activity: 27% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos)

## Key Themes

### Key Themes Behind This Trend

- **Charitable Big Game Ads:** Kia's use of its Super Bowl ad spot to promote The Great Unknowns Scholarship represents a trend of charitable messaging in high-profile advertising.
- **Deviation From Celebrity Endorsers:** By choosing not to feature a celebrity in its Super Bowl ad, Kia is part of a trend of brands moving away from traditional celebrity endorsements.
- **Supporting Young People's Education:** The Great Unknowns Scholarship highlights the trend of companies offering financial assistance to young people pursuing higher education.

### Where This Applies

- **Automotive:** Kia's promotion of The Great Unknowns Scholarship presents an opportunity for other automotive companies to showcase their social impact initiatives.
- **Advertising and Marketing:** The trend of charitable big game ads opens up opportunities for advertising and marketing agencies to create impactful campaigns that promote social causes.
- **Education and Scholarship:** The Great Unknowns Scholarship trend offers opportunities for education and scholarship organizations to collaborate with companies in providing financial support to aspiring students.

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