Kia has joined Budweiser and other major sponsors abandoning advertising in this year’s Super Bowl.
South Korea-based Kia has decided to focus their advertising efforts on “charitable endeavors in support of America’s youth” instead of their usual Super Bowl campaigns. Kia Motors America had advertised in the Super Bowl for 11 years prior to this year.
Last year’s ad from Kia Motors America promised that for every yard gained during the game, Kia would donate $1,000 to three charity partners dedicated to ending youth homelessness.
Earlier this year, Kia announced they were dropping “Motors” from their name and establishing a new brand strategy as well as a new logo, however, the American subsidiary of the company – based in Irvine, California – will continue as Kia Motors America.