Kia to Ditch Super Bowl Celebrity Endorsements to Launch Scholarship Scheme

Millions of dollars will be spent on celebrity endorsements for Super Bowl LIII. But what if that money could be spent differently?

For Kia’s 10th consecutive appearance in the Super Bowl, the auto brand is taking an unconventional approach. This year, Kia isn’t using any celebrities. Instead it is launching 'The Great Unknowns Scholarship' to help young people in need get a foothold in higher education.

A 30-second teaser ad aired on Sunday during the NFC Championship game. 

Full details of the campaign will be revealed on 3rd February 2019.