NFL Star Drives New Kia Crossover In Super Bowl Ad

In the build-up to the upcoming Super Bowl, we're finding out which automakers will be using the opportunity to launch campaigns at one of the world's biggest sporting spectacles. Kia is the next to reveal their plans with a rousing 60-second spot featuring the2021 SeltosSUV and the well-known running back Josh Jacobs.

The video focuses on overcoming adversity and achieving impossible dreams, appropriate since Jacobs himself experienced homelessness at a younger age before landing his big break.

Entitled "Tough Never Quits", the inspiring commercial sees Jacobs at the wheel of a Kia Seltos in Oklahoma, his home state, reflecting on tougher days gone by. As he does this, he encounters a younger version of himself and what he may say to him. As the commercial advances, Jacobs tells his younger self "push yourself to be someone and I promise someday you will".

Contrasting shots of a younger Josh Jacobs at a local sports field and his professional, current-day appearance on the big stage conclude the commercial. Jacobs' story has further inspired Kia to create the Yards Against Homelessness charitable initiative.