https://www.cnet.com/roadshow/news/2019-kia-super-bowl-ad-telluride-give-it-everything/

Kia also released a mini-documentary about West Point, GA called "Just A Small Georgia Town" which clocks in at more than five minutes and tells the story of a failing textile town that was revitalized by the construction of a car factory. It feels a little self-congratulatory, but we're suckers for this kind of thing, and this piece was relatively well-done.

The final piece of Kia's three-pronged big game plan is something called "The Great Unknowns." This program effectively took Kia's Super Bowl ad budget that would have gone towards paying a celebrity and is using it to help pay for college or tech school for eligible students in need.