For the Super Bowl in 2019 Kia wanted to ditch their fun-loving dancing hamsters for something more meaningful. They reached out to David & Goliath who brought me on as a senior writer. Kia had just opened a new factory a few miles where the big game was. I thought it would be moving to create a spot that highlighted the fact that they had re-invested in the country. I wanted to write a spot that engaged the voice of the people in that town, and through them the voice of Kia, without all the glitz of a big name. Where we landed was a celebration of the great unknowns-- the community behind the car, the ones actually building it. Kia took the spirit of the commercial a step further and created the Great Unknowns College Scholarships putting their money where their mouth is, and supporting the futures of high school students for the past 3 years. Dancing hamsters with boomboxes are cool but scholarships are even cooler.