A new commercial for KIA Motors which recently hit the airwaves is getting noticed on the internet for challenging the concept of participation trophies.

In the ad, a father and son walk to their car after a sporting event. The father is stunned to see the word “participant” engraved on the award since his son’s team won every game.

He asks himself “Are we going to start ending games with hugs instead of handshakes?”

Before getting in the car, he tears off the participant label and uses a magic marker to inscribe the word “champs” then hands it to his son with congratulations.

Watch the ad below:

Here are a few reactions on Twitter via The Blaze:

What do you think, Legal Insurrection readers?

Featured image via YouTube.