Director John Hillcoat returned to the Super Bowl this year with a heartfelt big game ad that honors the workers or Kia’s West Point, Georgia plant. Narrated by nine-year-old Korbin, who was raised by his grandmother in the small, rural town, the 90-second ad, created with agency David&Goliath, spotlights the locals who “Give It Everything”.

Instead of hiring a celebrity to star in the spot, Kia put aside that money for a scholarship program that helps underprivileged kids like Korbin get access to higher education. A total of 16 students will be awarded grants of $5,000 which is renewed for up to three additional years or until a bachelor’s degree is earned.

Watch the spot and read more about how it came together on Clio Muse and Campaign.