To introduce Kia’s newest SUV, we didn’t look to the world’s biggest stage, but to the streets of Tulsa, Oklahoma, where a great story began 22 years ago. Ever since he was a kid, Josh Jacobs wanted to play professional football. However, his dreams often seemed out-of-reach. His family struggled with homelessness—and for a period of time, they slept in their dad’s car. But Josh never gave up. In spite of these hardships, he achieved his dream and became one of the brightest stars in the league. In Kia’s Super Bowl spot, Josh returns to his hometown and encounters his younger self. He shares words of advice about the persistence and toughness that got him where he is today.