It's not every day your work is featured during the Super Bowl - your Hispanic market spot - in Spanish - on Fox Deportes; the first network to air the Super Bowl in Spanish in the United States. The campaign features the story of a Latino stunt person. The idea was rooted in the insight that while Latinos are still, vastly underrepresented in Hollywood, there are some Giving It Everything outside the spotlight, as stunt people. The spot features the all-new 2021 Kia Seltos in various terrains highlighting its style and capability giving it everything, much like stunt people – and Latinos – do every day.
THE OBJECTIVE
Introduce the 2021 Kia Seltos to the Hispanic consumer, and showcase its refined style, design, and capability via in-culture content that will inspire consumers to engage with the brand and learn more about Kia’s latest vehicle.
THE BRAND ROLE
The Kia Seltos gives you the capability you seek in a car and the confidence you need to take on the unexpected, without sacrificing style.
THE CONSUMER
For Hispanics, the world seems to be stuck on perceptions. The social and political climate has led many to believe untrue characterizations about our community. It’s in our nature to Give it Everything, and to keep moving forward towards our dreams and aspirations despite any obstacle. Just by doing so, we prove perceptions to be wrong. In 2019, the Tour de France crowned its first Latino champion, a race that has existed for over 100 years. In 2018, the U.S. welcomed the youngest woman to ever serve in congress… and she’s Latina. Day after day, the achievements of Hispanics continue to prove that even in a world where Hispanics are told otherwise, we are tenacious, we are optimistic, and we are CAPABLE… and we prove it, every single day.
The Kia Seltos is here to join you in your journey. Here to demonstrate its capability, its tenacity, its give it everything spirit. The Kia Seltos brings technology, bold design, and advanced engineering that proves that you don’t have to pick between style and practicality.
THE CONSUMER INSIGHT
Hispanics are still underrepresented in Hollywood. However, there’s quite a few great unknowns giving it everything, outside the spotlight, as stunt people.
:60 Super Bowl TV "Stunt Person" (Doble de Acción)
