Jacobs' inspiring story drives new Kia campaign

Kia's 2020 Super Bowl campaign asks the question; what would you tell a younger you trying to make your way through the world? 

For Josh Jacobs, who rose from homelessness in middle school to football stardom, his is an inspiring message of hope and determination which is laid out in both a 60-second spot, Tough Never Quits [above], helmed by Serial Pictures' John Hillcoat, and the accompanying six-minute documentary [below], directed by Steve Clarke.

The campaign was created by David&Goliath and in Hillcoat's spot we find Jacobs reflecting on a time when life was much more challenging and the odds were stacked against him. “I wonder what I would tell my younger self if I ever saw him?” he wonders, as he notices a young boy - representing a younger version of Jacobs - running on the streets. The two Josh’s share a ride in the new Kia Seltos as the older Jacobs looks to mentor his younger self.

The accompanying documentary is an emotional glance into Jacobs' childhood and the story of a father doing everything he can for his kids in extremely tough circumstances. The film features interviews with Josh Jacobs himself and his father, Marty, as well as key figures from Josh’s childhood, including the football coach who first spotted his raw talent.