Kia has introduced a new advertising strategy for its Super Bowl push. The brand is excluding celebrities and including young people.

For its tenth consecutive Super Bowl splash, Kia has taken an unconventional approach in terms of its advertising dollars so its Big Game spot will include no celebrities. Instead of spending millions in cash on endorsements, the automaker will focus on young people.

Priding itself on its challenger spirit, the car brand is launching The Great Unknowns, a scholarship platform dedicated to helping youths in need of higher education support. A thirty-second teaser was run during the NFC Championship game. The campaign’s full details will be revealed on 3 February 2019.

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