By John Glenday

Kia aims to ripp up the rule book for its 2019 Super Bowl campaign by eschewing high-profile celebrity endorsements in favor of young people who have yet to enter higher education.

The motor brand has opted to shake things up for its 10th consecutive appearance during the US National Football League climax by evoking its ‘challenger spirit’ with ‘The Great Unknowns Scholarship’.

A 30-second trailer aired during an NFC Championship match offers a sneak peek at how this will be achieved in practice, by highlighting the social good Kia can effect.

The car brand wrote: “Every year, Read full story ›

Source: The Drum