For the 2020 Super Bowl, with every other brand now doing comedy, we went with a more emotional, purposeful approach for Kia. The commercial ranked in the top 10 on USA Today's Ad Meter. It was part of a full-integrated campaign that included a mini-documentary, and an inventive Twitter campaign and in game promotion. In the total the campaign generated 482mm impressions. Best of all, it was tied to an initiative that raised more than $1 million to fight youth homelessness.