Super Bowl commercials are becoming more and more celebrity centric. But we didn't go with a celebrity. In fact, we didn't even go with actors. We asked the real residents of West Point Georgia to tell the world their story. The story of a small town deserted by the textile industry years ago, which has now become the new home of Kia's American manufacturing plant where the new Telluride is made.
Effie Finalist 2020 - Automotive
Leading up to the Super Bowl, we launched a spot that punched against all the other brands celeb-led teasers. We also ran a series of billboards showcasing the faces of West Point with the line ‘We are not famous’ to give these every day people recognition.
Celebrities make as much as $3 million for appearing in a big game ad. We set aside the money that would have been spent on a celebrity and instead established a scholarship to help the 'great unknowns' from less privileged communities to achieve their goals of a higher education.
Role: Art Director