A year ago, we minted a new position for Kia—Give It Everything. The brief for Kia's 2020 Super Bowl campaign was to live out those three words. Meaningfully. We saw a piece on a rookie running back for the Oakland Raiders. A really talented athlete named Josh Jacobs. His story wasn't that different from a lot of other athletes, really. Grew up poor. Worked his ass off. And succeeded. But there was something else. As a kid, Josh slept in cars and cheap motels and his Dad tried to provide for five kids with no money. The story was incredibly moving.  It echoed the challenger spirit of the Kia brand and what we stand for.  And that’s the story we told on the world’s biggest stage, Super Bowl, to shine a light on youth homelessness and inspire others so that they know they can accomplish anything when they give it everything.