Every Kid Gets a Trophy? No Thanks, Says Kia in This Sunday Night Football Ad

'Built for football families'

Headshot of Tim Nudd

Kia Motors takes on the "participation trophy" culture that's overtaken youth sports in this new national campaign by David&Goliath for the 2016 Kia Sorento, supporting Kia's sponsorship of Sunday Night Football on NBC.

The dad in the spot doesn't take kindly to the label on his kid's trophy, since his kid's team didn't just participate—they won all their games. He quickly takes matters in his own hands.

A second spot, meanwhile, features a mother pondering whether her son is really cut out for football. Again, it's meant to be a refreshingly honest take on how football parents are supposed to act, versus what they really think.

The point of the spots is that football families are more competitive than most. And they don't just drive any CUV—they drive the Sorento, which has the features and accolades to match their personalities. A third spot is forthcoming.

The tagline is, "Built for football families."

Kia sponsored Sunday Night Football in 2014, but this is the first time the automaker is producing custom creative for NFL programming.


Client: Kia

Agency: David&Goliath

Founder & Chairman: David Angelo

Chief Creative Officer: Colin Jeffery

Creative Director: Rick Utzinger

Senior Art Director: Sheldon Melvin

Senior Copywriter: Matt Kappler

Art Director: Shaun Wright

Copywriter: Joe Shaner

Director of Broadcast Production: Paul Albanese

Senior Broadcast Producer: Katie Lambrecht

President: Brian Dunbar

Managing Director: Jeff Moohr

Account Director: Gordon Gray

Account Executive: Annelise Lorenzo

Managing Partner, Chief Strategy Officer: Seema Miller

Senior Planner: Ed Gibson

Director, Business Affairs: Rodney Pizarro

Business Affairs Associate Manager: Ann Shelton

Project Manager: Kemit Ray

Product Information Manager: Russ Wortman

Product Information Manager: Mark McNaul

Production Company: Moxie Pictures

Director: Frank Todaro

Director of Photography: Eric Schmidt

Executive Producer: Karol Zeno

Producer: Laura Heflin

Editorial Company: Spinach Editorial

Editors: Will Hassel & Sean LaGrange (Courtesy of ARCADE Editorial)

Assistant Editors: Glen Montgomery for Will. Eddie Mikasa for Sean.

Managing Director: Adam Bright

Producer: Jonathan Carpio

Online & Cleanup: Timber

Executive Producer: Chris Webb

Producer: Tita Poe

CD Leads / Partners: Kevin Lau & Jonah Hall

Flame Artists: Brian Shneider, Mark Youngren

Flame Assist: Jason Giamara

Managing Director / Partner: Damian Stevens

Color: Company3

Colorist: Stefan Sonnenfeld

Colorist EP: Rhubie Jovanov

Original Music & Sound Design: Beacon Street

Mix: Juice West

Sound Engineer: Bob Gremore

Executive Producer: Natalie Pranevsky

@nudd Tim Nudd is a former creative editor of Adweek.