Riding the wave of momentum following a stellar rookie season, former Alabama running back Josh Jacobs will be featured in a Super Bowl advertisement Sunday night.

Kia launched the commercial Wednesday titled “Tough Never Quits” ahead of Sunday’s big game, and it features Jacobs talking to his younger self while driving the Seltos. Kia also announced that it will donate $1,000 for every yard gained in the Super Bowl to three charities involved in youth homelessness.

“Sometimes I wonder what I’d tell my younger self if I ever saw him,” Jacobs says in the commercial. “I’d tell him, ‘Josh, it’s going to be hard growing up homeless. But you’ve got to believe in yourself. Be tougher than the world around you. And that field? That’s your proving ground. Push yourself to be someone, and I promise someday you will.’”

You can watch the commercial below:

Jacobs’ heartfelt story was quite popular while he starred for Alabama; however, his story went national when he was drafted by the Oakland Raiders in the first round of the 2019 NFL Draft. The Oakland running back was homeless at times during his childhood, sleeping in cars and motels.

The former Alabama running back rushed for 1,150 yards and seven touchdowns during his rookie campaign. He was named Offensive Rookie of the Year by the Pro Football Writers of America.